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Celebrity Scandal and your Brand


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

In late 2009, a number of Companies dropped Tiger Woods as a celebrity endorser of their products, following extensive adverse publicity concerning his alleged extra-marital affairs. The intention of this research is to ascertain whether people are no longer as affected by celebrity scandals and will continue similar purchase behaviour subsequent to the publicising of the scandal. The researcher undertook primary and secondary research to establish the attitudes, intent, and purchase behaviour of Irish consumers aged 20-27. This research intends to explore the following objectives: • To examine the attitudes of Irish consumers (aged 20-27) towards the celebrity endorsement of a brand. • To identify the purchase intent of Irish consumers (aged 20-27) of a brand endorsed by a celebrity. • To investigate the impact on the purchase behaviour of Irish consumers (aged 20-27) to a scandal involving the celebrity endorser of a brand.

Product Specifications
SKU :COC69130
AuthorColette Folan
Number of Pages76
Publishing Year2011-12-29T00:00:00.000
Edition1 st
Book TypeLegal profession: general
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00