Marketing and branding are basically about telling a good and convincing story. One of the ways to do that is to use celebrities to endorse your products and thereby putting a familiar face on a product to increase the notability and recall with consumers. The use of celebrity endorsers has the ability to convince the consumers, as they see a face they recognise from the world of film and media, a face that they trust. In Denmark we have been more and more influenced by the USA; by their pop culture, their music and their ways of marketing. However, through all of this we maintain our own culture, a culture that forms our choices and actions. This thesis is about the cultural differences in brand congruity between foreign celebrity endorsed advertisement and Danish consumers. I pose the question: do Danes accept American stars as their brand’s personalities for products and brands they use to express their self-perception? Is there a sense of brand self congruity when the celebrity endorsers does not represent the same cultural values as the recipient? The research in the thesis is based on a hermeneutic, phenomenological, social constructivist viewpoint, as the focus on culture and concept of self are hard concepts to analyse using steadfast models, it makes more sense to use an interpretative approach. Keywords: Branding, celebrity endorsement, cultural meaning transfer, McCraken, brand self congruity, concept of consumer self, Sirgy, Belk, cultural differences, Hofstede.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|