Celebrity Endorsement vs. Opposition of a Celebrity: A Study of Endorsement Effects in Politics Using a Balance Theory Approach

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dc.contributor.authorYounas, Mustafa
dc.contributor.authorUniversity of Lethbridge. Dhillon School of Business
dc.contributor.supervisorBasil, Debra
dc.contributor.supervisorBasil, Michael D.
dc.date.accessioned2019-06-20T15:19:08Z
dc.date.available2019-06-20T15:19:08Z
dc.date.issued2019
dc.degree.levelMastersen_US
dc.description.abstractA 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.embargoNoen_US
dc.identifier.urihttps://hdl.handle.net/10133/5418
dc.language.isoen_CAen_US
dc.proquest.subjectManagement [0454]en_US
dc.proquest.subjectMarketing [0338]en_US
dc.proquest.subjectBusiness administration [0310]en_US
dc.proquestyesYesen_US
dc.publisherLethbridge, Alta. : University of Lethbridge, Dhillon School of Business
dc.publisher.facultyDhillon School of Businessen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Dhillon School of Business)
dc.subjectCelebritiesen_US
dc.subjectPolitical endorsementen_US
dc.subjectCognitive balanceen_US
dc.subjectEndorsementsen_US
dc.subjectCelebrity endorsementen_US
dc.subjectDissertations, Academic
dc.titleCelebrity Endorsement vs. Opposition of a Celebrity: A Study of Endorsement Effects in Politics Using a Balance Theory Approachen_US
dc.typeThesisen_US
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