TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | TO WHAT EXTENT A CELEBRITY IMAGE CAN AFFECT A BRAND?: THE CASE STUDY DEVASSA | ||||||||||||
| Autor(es): |
MARIELLA LAGE DO PRADO KELLY |
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| Colaborador(es): |
ANDRE LACOMBE PENNA DA ROCHA - Orientador |
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| Catalogação: | 16/JUL/2012 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=19884@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=19884@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.19884 | ||||||||||||
| Resumo: | |||||||||||||
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This study aims to analyze how a celebrity can represent a brand; how to represent the image it wants to pass on to consumers. The case study Devassa with Sandy, as the celebrity chosen to represent the brand, will be used to evaluate which was the consumer’s perception regarding the use of Sandy’s image representing the brand. To achieve this goal, we used literature sources, and a field research. The field research consisted of a survey in the internet to a sample of 122 respondents. The survey consisted of questions referring to the new Devassa campaign and to Sandy as the endorser of the product. Most results indicated an uncertainty about the image of the celebrity chosen to represent the brand.
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