Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour...
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| Formato: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | España |
| Recursos: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/671088 |
| Acesso em linha: | http://hdl.handle.net/10803/671088 http://dx.doi.org/10.6035/14111.2021.781998 |
| Access Level: | acceso abierto |
| Palavra-chave: | Celebrity endorsement Luxury cosmetic brands Mature female consumers Social media Ciències socials, periodisme i documentació 36 65 |
| Resumo: | Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an exhaustive review of relevant literature on the subject. The researcher did not come across any evidence to suggest that celebrity endorsement exerted any major influence on mature female consumers. Even so, the research did not completely rule out the scope and play of celebrity endorsers in this market segment. Further research on a larger sample size will, sure enough, help the researcher to formulate stronger and workable concepts. |
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