The impacts of celebrity endorsement on consumers behavior

The research is aimed at identifying whether the celebrity endorsement has an impact on consumers (aged 15-25) purchase behavior. The other intentions of this research are to establish how multiple brand endorsement impacts purchase intentions of consumers, and whether scandals that celebrities are involved in, have an impact on purchase intentions of consumers. The author has undertaken the primary research through survey to collect the data and analyze the results.

Autorentext

Grigoriy Shlyapinkov nasceu na Rússia, em Orenburg, em 1991. Obteve a licenciatura em Estudos Empresariais no Dublin Negócios Faculdade, na Irlanda, em 2013, e o diploma em Gestão de Projectos em 2015. Trabalha atualmente na área das TI em Docklands, em Dublin.