Search for dissertations about: "endorser"

Found 1 swedish dissertation containing the word endorser.

  1. 1. Celebrity entrepreneurship and celebrity endorsement Similarities, differences and the effect of deeper engagement

    Author : Erik Hunter; Högskolan i Jönköping.; [2009]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SOCIAL SCIENCES Business and economics Business studies; SAMHÄLLSVETENSKAP Ekonomi Företagsekonomi;

    Abstract : Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been slow to recognize the importance of this new phenomenon. READ MORE