Abstract
Date: [2021/01/14]
Level: Bachelor thesis in Business Administration, 15 cr
Institution: School of Business, Society and Engineering, Mälardalen University
Authors: Navila Sheikh Michael Tilaye Muntadher Mohammed Yasin
[98/12/02] [95/11/04] [97/03/27]
Title: Celebrity Endorsement: A qualitative study that examines how Swedish
consumers purchasing intentions change in the event of celebrities
Negative actions.
Research How do the negative actions of celebrities affect consumers' views on
Questions: the brand? How does celebrity endorsement affect consumers' buying
intentions?
Purpose: The purpose of this study is to increase understanding of how consumers'
views of the brand change when companies use celebrities in their
marketing that have performed negative actions. The study will
also delve into how consumers experience brands that use
celebrity endorsement.
Method: Primary data for this study were collected through qualitative interviews.
Secondary data is taken from literature and articles.
Conclusion: We came to the conclusion that the actions of a celebrity has a great impact on the consumer's view of the brand. The study also show that celebrities can help brands strengthen their brand equity.
2021. , p. 45