Sports celebrity endorsements in advertising: the effect of activity status and sports affiliation on consumer attitude and purchase intention
Pagnoni, Carlos (A.A. 2021/2022) Sports celebrity endorsements in advertising: the effect of activity status and sports affiliation on consumer attitude and purchase intention. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 70. [Master's Degree Thesis]
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Abstract/Index
Description of the phenomenon and managerial relevance. The importance of celebrity endorsement. History of celebrity endorsement. Who are “sports celebrity endorsers”? The research objective. Review of relevant scientific literature. Theoretical models of celebrity endorsement. Management-based factors of sports celebrity endorsement. Hypothesis and research contribution to existing literature. Statistical analysis and results. Research methodology and design. Sampling & data collection.
References
Bibliografia: pp. 50-53.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Web analytics e marketing |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Tedeschi, Piermario |
| Academic Year: | 2021/2022 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 29 Nov 2022 13:35 |
| Last Modified: | 29 Nov 2022 13:35 |
| URI: | https://tesi.luiss.it/id/eprint/34152 |
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