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dc.contributor.supervisor Basil, Debra
dc.contributor.supervisor Basil, Michael D.
dc.contributor.author Younas, Mustafa
dc.contributor.author University of Lethbridge. Dhillon School of Business
dc.date.accessioned 2019-06-20T15:19:08Z
dc.date.available 2019-06-20T15:19:08Z
dc.date.issued 2019
dc.identifier.uri https://hdl.handle.net/10133/5418
dc.description.abstract A study to examine celebrity endorsement effects in the political sector. The focus of this study is on the likability and expertise of celebrities to see their effectiveness in situations where the celebrity either endorses a political candidate or decides to speak against a candidate. Balance Theory is used in the study to provide theoretical support for the importance of likability and expertise. Celebrity endorsement has been studied countless times from the product/services perspective and from the political advertisement perspective. This research makes an important contribution to the political realm by using Balance Theory to understand the importance of likability and expertise of a celebrity in cases of endorsement or opposition of a candidate by the celebrity. Another important contribution of this study is its focus on the celebrity opposition of a political candidate which has not been previously studied before. en_US
dc.language.iso en_CA en_US
dc.publisher Lethbridge, Alta. : University of Lethbridge, Dhillon School of Business
dc.relation.ispartofseries Thesis (University of Lethbridge. Dhillon School of Business)
dc.subject Celebrities en_US
dc.subject Political endorsement en_US
dc.subject Cognitive balance en_US
dc.subject Endorsements en_US
dc.subject Celebrity endorsement en_US
dc.subject Dissertations, Academic
dc.title Celebrity Endorsement vs. Opposition of a Celebrity: A Study of Endorsement Effects in Politics Using a Balance Theory Approach en_US
dc.type Thesis en_US
dc.publisher.faculty Dhillon School of Business en_US
dc.degree.level Masters en_US
dc.proquest.subject Management [0454] en_US
dc.proquest.subject Marketing [0338] en_US
dc.proquest.subject Business administration [0310] en_US
dc.proquestyes Yes en_US
dc.embargo No en_US


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