Företags användande av kändisreklam
Celebrity endorsement has been a popular advertising strategy all over the
world for the past few years. The purpose of this thesis was to find out
why companies choose celebrity endorsement as advertising strategy and how
the celebrity endorsement process appeared in companies. We choose to
interview two companies in the retail business and the interviews were
conducted with the marketing managers for each company. This study provided
that companies utilize celebrity endorsement to increase their sales, and
it is important that the whole company is in the celebrity endorsement
process discussion before the company choose which celebrity they will work
with.