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Celebritet i marknadsföringen: Hur påverkas företaget?
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is that through a case study, analyze and evaluate whether the customer is high - or low involved and connect with the choice of marketing strategy using a celebrity.This thesis is about how a celebrity can be used in marketing to affect a company's customers. The essay is facing the fashion retail industry, where three companies, Lindex, H&M and MQ, has been studied and compared. Lindex is using celebritiy Emma Wiklund by an internal collaboration within the enterprise. MQ is using various celebrities in various campaigns throughout the year and use them in external advertising campaigns. H&M is using interactive marketing with different celebrities in the form of, for example, guest collections for the company. The idea of the thesis is to see a connection between how the company uses celebrities and how much the customer is involved.

Place, publisher, year, edition, pages
2008. , p. 61
Keyword [sv]
Celebritet, marknadsföring, intern, extern, interaktiv
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2187OAI: oai:DiVA.org:sh-2187DiVA, id: diva2:201605
Presentation
(English)
Uppsok
samhälle/juridik
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Examiners
Available from: 2009-03-05 Created: 2009-03-05 Last updated: 2009-03-05Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf