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Humor and Celebrities. Exploring how different combinations of humor and celebrity endorser’s image in advertising influence a company’s brand image.

Kaso, Antoni LU and Lüthi, Eloy LU (2024) BUSN39 20241
Department of Business Administration
Abstract
This thesis analyses how different combinations of humor and a
celebrity endorser’s image in advertising influence a company’s brand image. The research has been extended in all four categories of products. Moreover in this paper, 4 positive and 5 negative factors affecting brand image were identified. Primary data has been collected from 10 interviews with participants who have moderate to high knowledge in marketing.
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author
Kaso, Antoni LU and Lüthi, Eloy LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Celebrity Endorsement, Endorser’s Image, Humor in advertising, Combination, Brand Image, Categories of Products, Factors affecting Brand Image
language
English
id
9167187
date added to LUP
2024-06-25 13:13:55
date last changed
2024-06-25 13:13:55
@misc{9167187,
  abstract     = {{This thesis analyses how different combinations of humor and a 
celebrity endorser’s image in advertising influence a company’s brand image. The research has been extended in all four categories of products. Moreover in this paper, 4 positive and 5 negative factors affecting brand image were identified. Primary data has been collected from 10 interviews with participants who have moderate to high knowledge in marketing.}},
  author       = {{Kaso, Antoni and Lüthi, Eloy}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Humor and Celebrities. Exploring how different combinations of humor and celebrity endorser’s image in advertising influence a company’s brand image.}},
  year         = {{2024}},
}