Original title: Celebrity endorsement in marketing communications
Translated title: Celebrity endorsement in marketing communications
Authors: Aspa, Jukka Kimmo Antero ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
Document type: Master’s theses
Year: 2009
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: [eng] [cze]
This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities. Diplomová práce analyzuje problematiku využívání celebrit v marketingové komunikaci. Zaměřuje se zejména na teorie výběru celebrit, identifikaci rizik s tím spojených a na využití celebrit v komunikaci. Teorie je doplněna řadou příkladů z praxe.
Keywords: celebrity endorsements; celebrity selection; Elaboration Likelihood Model; meaning transfer model; model ELM; reklama; využití celebrit v marketingu

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/14868

Permalink: http://www.nusl.cz/ntk/nusl-10838


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses