The influence of celebrity endorsers on the hog feeds industry: A study on backyard hog raisers consumer buying behavior

Date of Publication

2017

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Regina C. Dy
Claro G. Gañac

Defense Panel Member

Angelo A. Abejero
Edwin C. Mapanao
Brian C. Gozun

Abstract/Summary

Today, celebrity endorsements have become one of the most lucrative industries in the world. Marketers tap celebrities to endorse their brand/s to satisfy their overall brand strategy, hoping to eventually influence their target consumers to buy their brand/s. This research study will focus on celebrity endorsement and its impact on the consumer buying behavior specifically on backyard hog raisers. The study will also gauge the relationship of the level of celebrity endorser credibility and level of celebrity endorser advertising effectiveness to the hog raisers purchase intent.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007840

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Actors in the advertising industry; Consumer behavior; Advertising

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