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dc.contributor.authorBevan, Sara May
dc.date.accessioned2014-11-06T14:09:36Z
dc.date.available2014-11-06T14:09:36Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/10369/6444
dc.descriptionBA (Hons) Business and Managementen_US
dc.description.abstractThis study seeks to investigate consumer perceptions of the attractiveness, trustworthiness and expertise of celebrity endorser who endorse cosmetic products. The study also aims to explore potential gender differences in perception and the effect that celebrities have on consumers’ self-concept. This approach takes a subjective, inductive, interpretivism, qualitative approach, which is carried out on twenty undergraduates at Cardiff Metropolitan University.To do so, this study adopts the data collection methods of a pre-existing five point likert scale by Ohanian (1990), and semi-structured interviews to gain reasoning of consumers’ perceptions.en_US
dc.language.isoenen_US
dc.publisherCardiff Metropolitan Universityen_US
dc.subjectCosmetic Productsen_US
dc.subjectCelebrity Endorseden_US
dc.titleA Critical Analysis of Consumer Evaluations of Trust, Expertise and Attractiveness: A Study of Celebrity Endorsed Cosmetic Productsen_US
dc.typeThesisen_US


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