06 اسفند 1402
مجيد اسماعيل پور

مجید اسماعیل پور

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازاریابی
تلفن: 07731222136
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
بررسی تاثیر ابعاد تاییدکننده مشهور بر نگرش به برند
نوع پژوهش مقالات در همایش ها
کلیدواژه‌ها
Celebrity Endorsement, expertise, attractiveness, reputation, popularity, trustworthiness, Brand attitudes
پژوهشگران مجید اسماعیل پور (نفر اول) ، منیژه بحرینی زاد (نفر دوم) ، فاطمه زاهدی (نفر سوم)

چکیده

In recent decades, competition among companies has grown significantly in order to boost consumers and influence their brand's attitude. As a result, companies use different tactics and methods to influence consumers more and, with the knowledge of the influence of Celebrity Endorsement on brand attitudes, the popularity of celebrities has increased in advertising. The purpose of the present research is to investigate and analyze the effectiveness Investigating the Impact of Celebrity Endorsement Dimentions (expertise, attractiveness, reputation, popularity, trustworthiness) on brand attitudes. This research is qualitative research on the nature of data. In this research, we have put the achievements of other researchers as the basis for our work and we have done a ئdescriptive research using them. The present study uses a descriptive-analytical method to investigate the researches and articles published in the field of Celebrity Endorsement, Celebrity Endorsement Dimentions, and brand attitudes. The results from the review of the theoretical and empirical background of the research topic show that the use of Celebrity Endorsement in advertising has a great influence on brand attitude and the role of the Celebrity Endorsement Dimentions is very important. This study is useful to improve the performance and policy Managers and marketers who seek to influence and influence consumers more.