Skip navigation
User training | Reference and search service

Library catalog

EDS
b-on
More
resources
Content aggregators
Please use this identifier to cite or link to this item:

acessibilidade

http://hdl.handle.net/10071/16602
acessibilidade
Title: Celebrity in the mirror: the role of celebrity endorser in men's grooming communication
Authors: Marques, S. H.
Abreu, C.
Issue Date: 2018
Abstract: Presently men’s grooming is seen as a broad category. The problem comes when the previous research about male consumer behavior have neglected aspects in this subject. The purpose of this investigation is to examine the role of celebrity endorsement in men’s grooming communication to Generation Y. After identifying some gaps in the literature, with regard to this subject, the most important variables were defined in order to develop the investigation and draw conclusions through statistical analysis and validation, about the role celebrity endorsement as source of credibility in men’s grooming communication. According to the design and methodology, this research was sustained through in depth marketing analysis (secondary data), and primary data collection via online questionnaire, whereby 168 male respondents, from Brazil and Portugal, were exposed to some advertisement pieces in order to express their opinion and feelings about the subject under investigation. The findings reveal all the relationships among the variables, suggested by the literature, have occurred, presenting a significant relationship in terms of Source Credibility scale dimensions – attractiveness, trustworthiness and expertise. This investigation aims to contribute to the existing literature with important conclusions about the role of celebrity endorsement and its credibility in men’s grooming advertisement.
Peer reviewed: yes
URI: https://ciencia.iscte-iul.pt/id/ci-pub-49543
http://hdl.handle.net/10071/16602
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

Files in This Item:
acessibilidade
File Description SizeFormat 
2018EIRASS SM CA.pdfVersão Editora203.74 kBAdobe PDFView/Open


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpace
Formato BibTex MendeleyEndnote Currículo DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.