Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers

Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour...

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Detalles Bibliográficos
Autor: Alberola Amores, Leonor
Tipo de recurso: tesis doctoral
Estado:Versión publicada
Fecha de publicación:2021
País:España
Institución:CBUC, CESCA
Repositorio:TDR. Tesis Doctorales en Red
OAI Identifier:oai:www.tdx.cat:10803/671088
Acceso en línea:http://hdl.handle.net/10803/671088
http://dx.doi.org/10.6035/14111.2021.781998
Access Level:acceso abierto
Palabra clave:Celebrity endorsement
Luxury cosmetic brands
Mature female consumers
Social media
Ciències socials, periodisme i documentació
36
65
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oai_identifier_str oai:www.tdx.cat:10803/671088
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spelling Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers Alberola Amores, Leonor Celebrity endorsement Luxury cosmetic brands Mature female consumers Social media Ciències socials, periodisme i documentació 36 65 Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an exhaustive review of relevant literature on the subject. The researcher did not come across any evidence to suggest that celebrity endorsement exerted any major influence on mature female consumers. Even so, the research did not completely rule out the scope and play of celebrity endorsers in this market segment. Further research on a larger sample size will, sure enough, help the researcher to formulate stronger and workable concepts. A nivel mundial, las marcas de cosméticos de lujo emplean el celebrity endorsement como una herramienta para generar credibilidad entre usuarias existentes y potenciales. Aunque ya existen estudios sobre la influencia de los celebrity endorsement, no hay estudios específicos efectuados sobre mujeres en edad madura. Partiendo de esto, este estudio tiene como objetivo emprender un análisis sistemático de la influencia del celebrity endorsement en mujeres maduras, de 40 a 60 años, utilizando una combinación de métodos cuantitativos y cualitativos como cuestionarios en línea y entrevistas estructuradas, además de una revisión exhaustiva de literatura relevante sobre el tema. El investigador no encontró ninguna evidencia que sugiera que el celebrity endorsement ejerciera una influencia importante en las consumidoras maduras. Aun así, la investigación no descarta por completo el alcance y el juego de los celebrity endorsement en este segmento de mercado. Una investigación con una muestra más grande, ayudaría a formular conceptos más sólidos y viables. Programa de Doctorat en Ciències de la Comunicació Universitat Jaume I http://hdl.handle.net/10803/671088 http://dx.doi.org/10.6035/14111.2021.781998
title Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
spellingShingle Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
Alberola Amores, Leonor
Celebrity endorsement
Luxury cosmetic brands
Mature female consumers
Social media
Ciències socials, periodisme i documentació
36
65
title_short Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
title_full Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
title_fullStr Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
title_full_unstemmed Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
title_sort Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers
author Alberola Amores, Leonor
author_facet Alberola Amores, Leonor
author_role author
topic Celebrity endorsement
Luxury cosmetic brands
Mature female consumers
Social media
Ciències socials, periodisme i documentació
36
65
topic_facet Celebrity endorsement
Luxury cosmetic brands
Mature female consumers
Social media
Ciències socials, periodisme i documentació
36
65
description Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an exhaustive review of relevant literature on the subject. The researcher did not come across any evidence to suggest that celebrity endorsement exerted any major influence on mature female consumers. Even so, the research did not completely rule out the scope and play of celebrity endorsers in this market segment. Further research on a larger sample size will, sure enough, help the researcher to formulate stronger and workable concepts.
publishDate 2021
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http://dx.doi.org/10.6035/14111.2021.781998
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publisher Universitat Jaume I
institution CBUC, CESCA
collection TDR. Tesis Doctorales en Red
reponame_str TDR. Tesis Doctorales en Red
instname_str CBUC, CESCA
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publishDateSort 2021
author_browse Alberola Amores, Leonor
publisherStr Universitat Jaume I
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