The influence of celebrity endorsement in the cosmetic industry on student purchasing decisions at the University of Chichester.

Student, A. (2015) The influence of celebrity endorsement in the cosmetic industry on student purchasing decisions at the University of Chichester. Undergraduate thesis, University of Chichester.

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Abstract

The aim of this study was to understand the influence of celebrity endorsement on student purchasing decisions, and to recognise what form of cosmetic advertisement was most influential. The research took place at the University of Chichester where female students were targeted as it was identified that celebrity endorsement has a greater influence on young women. A questionnaire and observational interviews were conducted in order to understand the behaviours and opinions of the students.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HG Finance
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:11
Last Modified: 13 Aug 2015 13:42
URI: http://eprints.chi.ac.uk/id/eprint/1420

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