Purbodipo, Gigih and Hidayat, Nila K. and Pasasa, Linus (2015) The Influence of Celebrity Endorsement on Nike Brand Football Shoes: A Case Study Consumers at XYZ Football Store. Bachelor thesis, Swiss German University.

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Abstract

The primary objective of this thesis is to analyze the impact of the celebrity endorsement on brand image Nike football towards consumers XYZ football store. The second purpose of this thesis is to identify what factors that contribute the success of Celebrity Endorsement. Choosing a celebrity to endorse the product is quite easy but to set up a strong association between the product and the endorser is difficult, does it effectively stimulus the brand image or not, and if yes which variable of it has the most significant impact on brand image. That was done by giving out the customers of XYZ football stores questionnaires and process the data using analysis software such as SPSS and AMOS. And it has been concluded that Celebrity Endorsement does strongly impact on brand image. This thesis has provided some recommendations for XYZ football store and Nike‟s company to selective choosing the right celebrity to endorse the brand.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Celebrity Endorsement; Brand Image; Attractive Endorser; Credibility.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5823 Branding (Marketing) H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	17 Nov 2020 14:31
Last Modified:	17 Nov 2020 14:31
URI:	http://repository.sgu.ac.id/id/eprint/1468

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