AUTHOR
Skärfstad, Rikard; Bergström, Christian

DATE
2004-06-16

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Today companies choose to utilize celebrities as endorsers, in their marketing campaigns. This strategy has grown more popular than ever. The celebrities used are mostly movie stars and athletes. The purpose of this thesis is to gain a deeper understanding of a company’s choice of celebrity endorsement as part of its promotion strategy. In order to achieve the purpose, we stated three research questions; why companies choose celebrity endorsement as a promotion strategy, how companies select their celebrities, and how companies address the investment return on celebrity endorsement.

To properly achieve the purpose and answer the research questions, telephone interviews were conducted. We chose to conduct a case study on the Swedish company J. Lindeberg to obtain thorough information within the area. The gathered data from this case is discussed, analyzed and then used to draw conclusions.

The overall conclusions from this thesis are that J. Lindeberg uses celebrity as endorsers because it brings the brand more media exposure than other forms of endorsers. The company’s selection of celebrities is more based on feelings and intuitions then systematic models or methods. Finally, we concluded that the company does not use any specific calculations to address the investment return of the celebrity.

ISSN 1404-5508 / ISRN LTU-SHU-EX--04/193--SE / NR 2004:193