Celebrity street snap shot is a new form of effective celebrity endorsement.

Leeds University
Business School

Celebrity street snap photos – A new form of celebrity endorsement to create fashion brand awareness and product desirability in the Asia market. Jill
Yu-Lin, Wu

Supervisor:

Angela Carroll

Date:

August / 2013

Word count:

11,879

This dissertation is submitted in part fulfilment of the requirements for the degree of the requirements for the degree of MA Corporate Communications and Public
Relations

FOR OFFICE USE ONLY
SCRIPT NO
LATE DAYS

Declaration of Academic Integrity

To be attached to any assignment, dissertation or project work submitted for assessment as part of a University assessment.
I/We have read and understood the Business School and University Regulations on
Cheating and Plagiarism.
I/We state that this piece of work is my/our own and does not contain any unacknowledged work or text sources which is not referenced.
I/We agree that this piece of work may be submitted to the plagiarism detection software currently used by the University and consequently uploaded to the software database. LUBS/MATH

M

MODULE TITLE:

Dissertation

Please tick as applicable:
I / we do not wish this dissertation to be available to students on the same programme in future years.

Or

I / we have no objections to this dissertation being available to students on the same programme in future years.

SIGNED:

DATE:

NAME (S): [CAPITAL LETTERS]:

ii

Acknowledgements
The dissertation topic is derived from my personal experience; I used to work in the fashion PR industry, following all kinds of fashion trends was my job and this also became a hobby in my private life. In recent years, social media has become my main work-life resource; it provides me with faster access to up-to-date fashion information. Moreover, I discovered that celebrity street snap photos have become one of the most powerful ways to catch people’s

References: Guide Blog) ............................................................................................................ 67 Figure 7: Meaning transfer in the endorsement process (Source: McCracken, 1989) ..... Teri Agins (1999), who spent over 20 years reporting on the fashion business for the Wall Street Journal, has observed that “fashion is a multibillion-dollar international industry (Matthews, 2012). Celebrity endorsers are regularly used to promote an endless list of products, for example, credit cards, automobiles, shoes, clothing, handbags, and diet programs. In traditional marketing methods (Roozen, 2008), celebrities have been considered one of the most effective ways to endorse products in various categories (Silvera and Austad, 2004). A number of factors have been established as important in using endorsers; for instance the endorser 's personal consumers (Miller, 2010). behaviour of the celebrity depicted (Grannell and Jayawardena, 2004). By associating with celebrities perceived to share similar or desirable qualities, brands