Dissertation Proposal: Celebrity Culture And Mass Marketing

4378 Words 18 Pages
Dissertation Proposal
“Celebrity Culture and Mass Marketing”
A proposed study on the effects of celebrity culture on consumer perception and behaviour; and how this is affecting the marketing techniques being used by UK businesses

Contents
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et al. (2011) The value of celebrity endorsements: A stock market perspective. Marketing Letters, 22 (2), p.147-163

Fraser, B. and Brown , W. (2002) Media, Celebrities and Social Influence; Identification with Elvis Presley. Mass Communication and Society, 5 (2), p.183-206

IBM Corp. Released 2012. IBM SPSS Statistics for Windows, Version 21.0. Armonk, NY: IBM Corp. Keel, A. and Nataraajan, R. (2012) Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding. Psychology and Marketing, 29 (9), p.690–703.

Likert, Rensis (1932). "A Technique for the Measurement of Attitudes". Archives of Psychology 140: 1–55.

Ohanian, R (1991) “The impact of celebrity spokespersons’ perceived image on customers ‘intention to purchase”, Journal of Advertising Research,31(1): 46-54.

O'Mahony, S. and Meenaghan, T. 1998. The impact of celebrity endorsements on consumers. Irish Marketing Review, 10(2): 15–24.

Saleem, F. (2008) Review of Business Research . International Academy of Business and Economics, 8 (3).

Shimp, T. (2007) Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. 8th ed. Ohio: South Western Cengage Learning,
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Signature of researcher.........................................................

2) Human participants are involved in my research and/or there are other ethical considerations in my research. Signature of researcher......................................................... If statement 1 is ticked and signed, there is no need to proceed further with this proforma, and research may proceed now. If statement 2 is ticked and signed the researcher should complete part B of this proforma.

Part B

This proforma should be read in conjunction with the Ethical Principles for Researchers and the HUBS flow chart of research ethics procedures. It should be completed by the researchers. It should be sent on completion, together with a brief (maximum one page) summary of the issues/problems in the research (and how they are proposed to be dealt with), for approval to the Chair of the HUBS Research Ethics Committee (or nominated Committee member) or in the case of research being completed as part of a taught module to the student’s supervisor or module leader prior to the beginning of any research.

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