Impact of the Image of Celebrities in Advertising on Consumer Behavior

Student: Permiakova Polina

Supervisor: Alexandra Nikolaevna Timokhovich

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Final Grade: 7

Year of Graduation: 2018

Inviting celebrities to advertise a product is a fairly common practice throughout the world. Russia was no exception. We know many successful examples of cooperation of stars with famous brands. The research objective is to study the influence of the image of celebrities in advertising on consumer behavior. The empirical basis of the research is the analysis of advertising campaigns of brands in FMCG segment, consumer surveys and in-depth interviews. To analyze the results of the survey, the Pearson correlation coefficient and the Kraskala-Wallice's criterion were used. The work consists of 3 chapters and contains 86 pages (including applications).

Full text (added May 22, 2018)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses