The role of celebreties in shaping consumers brand awareness and purchasing behavior:a case study from Konya
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Abstract (EN)
The main aim of this study is explaining the strategy of celebrity endorsement in advertisements and revealing its effects on brand and at what kind of a position this is in accordance with the academic sources.It was aimed to detect the points on which firms pay the most attention while deciding to use the celebreties in advertisements and the effects of target masses,it is also observed that celebreties also contribute much to add meaning to the image in the minds of consumers with their reliability and physical attraction.
Author
Saadet Gökoğlu
Institution
How to Cite
Saadet Gökoğlu (Master Thesis). The role of celebreties in shaping consumers brand awareness and purchasing behavior:a case study from Konya, 2013, Çankaya University.
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