Analýza vnímání role celebrity v reklamě

Abstract

The topic of my master thesis was an analysis of perception of the celebrity in advertising. The main objective of this paper was to find out how university students perceive the role of the celebrities in advertising and how can these celebrities influence their buying behaviour. In addition, this paper was focused on the selection criteria for choosing the right celebrity endorser and the match-up hypothesis. A marketing research was conduct for a purpose of getting relevant data. The focus groups were the main method employed in the research. The result of the research is the evaluation of the attitudes and opinions of the chosen segment of consumers.