A study on celebrity equity.

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...

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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:
Online Access:http://hdl.handle.net/10356/48350
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-483502023-05-19T05:44:55Z A study on celebrity equity. Koh, Ee Siew. Kow, Kristine Min Chun. Tan, Yu Chuan. Benjamin Kartono Nanyang Business School DRNTU::Business::Marketing 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 of celebrities. This success is measured by two dimensions: (1) purchase intention of the celebrity’s next album and (2) purchase intention of his endorsed product. We first used a focus group interview to gain a better understanding of our target respondents’ preferences and perceptions in regard to celebrities in the Mandarin music industry and used the insights we obtained to develop our survey questionnaire. An online self-administered survey was then conducted and we obtained a total of 172 usable responses for the analysis. Our findings showed that there is a significant relationship between loyalty to celebrity and the success of celebrity in terms of consumers’ purchase intention of the celebrity’s next album. Following that, we discuss the managerial implications of our results as well as ways on how relevant stakeholders can leverage on our findings. BUSINESS 2012-04-05T04:43:30Z 2012-04-05T04:43:30Z 2012 2012 Final Year Project (FYP) http://hdl.handle.net/10356/48350 en Nanyang Technological University 46 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing
spellingShingle DRNTU::Business::Marketing
Koh, Ee Siew.
Kow, Kristine Min Chun.
Tan, Yu Chuan.
A study on celebrity equity.
description 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 of celebrities. This success is measured by two dimensions: (1) purchase intention of the celebrity’s next album and (2) purchase intention of his endorsed product. We first used a focus group interview to gain a better understanding of our target respondents’ preferences and perceptions in regard to celebrities in the Mandarin music industry and used the insights we obtained to develop our survey questionnaire. An online self-administered survey was then conducted and we obtained a total of 172 usable responses for the analysis. Our findings showed that there is a significant relationship between loyalty to celebrity and the success of celebrity in terms of consumers’ purchase intention of the celebrity’s next album. Following that, we discuss the managerial implications of our results as well as ways on how relevant stakeholders can leverage on our findings.
author2 Benjamin Kartono
author_facet Benjamin Kartono
Koh, Ee Siew.
Kow, Kristine Min Chun.
Tan, Yu Chuan.
format Final Year Project
author Koh, Ee Siew.
Kow, Kristine Min Chun.
Tan, Yu Chuan.
author_sort Koh, Ee Siew.
title A study on celebrity equity.
title_short A study on celebrity equity.
title_full A study on celebrity equity.
title_fullStr A study on celebrity equity.
title_full_unstemmed A study on celebrity equity.
title_sort study on celebrity equity.
publishDate 2012
url http://hdl.handle.net/10356/48350
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