Examining the Significance of Social Class in the Effectiveness of Celebrity Endorsed Cosmetic Advertisements by Emily Forster -2009- A Dissertation presented in part consideration for the degree of MSc International Business.

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Forster, Emily (2009) Examining the Significance of Social Class in the Effectiveness of Celebrity Endorsed Cosmetic Advertisements by Emily Forster -2009- A Dissertation presented in part consideration for the degree of MSc International Business. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Celebrity endorsements have become the most used and prevailing marketing strategy of advertising today in the UK. The ever-increasing public interest and fascination with celebrities provides marketers with the vast potential to promote their brands and expand their markets by capitalising on this phenomenon. Social class is conceptually complicated and methodologically challenging and yet continues to provide provoking insights into consumption choices.

This study examines the impact of social class and consumers’ socio-demographic attitudes on advertisement evaluation. In particular it focuses upon consumers approach to celebrity endorsed cosmetic print ads. It also evaluates the extent to which celebrity endorsements influence the purchase intentions of these consumers and what effect they have on consumers’ overall view of the brand and product.

The study begins with a detailed literature review of previous academic research and theory relating to the topic. Key concepts, theories and models have been thoroughly explored and their relevance explained, and from these research questions have been formulated to address and investigate the main focus of this study. A number of in-depth interviews were conducted with young, female working and middle-class consumers to determine their views and attitudes towards celebrity endorsements. Impressive results and insights are provided, which illuminate the need for marketers to consider how to better address their target audience with consideration of how these consumers interpret their advertisements.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 24 Feb 2010 16:25
Last Modified: 23 Jan 2018 18:08
URI: https://eprints.nottingham.ac.uk/id/eprint/23314

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