A study on celebrity equity.

• Main Authors: Koh, Ee Siew., Kow, Kristine Min Chun., Tan, Yu Chuan.
• Other Authors: Benjamin Kartono
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/48350
• Institution: Nanyang Technological University

In this study, we adopted and applied Aaker’s Brand Equity Model [Aaker, 1991] to develop a measure of celebrity success. We investigate the extent to which factors such as loyalty to celebrity, awareness of celebrity, celebrity authenticity and celebrity associations have an impact on the success o...