Congruence Between Energy Drink Brands and Endorsers: the effect of congruence on influencer credibility, brand attitudes, and consumer willingness to purchase

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorZdravkovic, Srdan
dc.contributor.authorVirolainen, Venla
dc.contributor.departmentMikkelin kampusfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2023-05-21T16:03:50Z
dc.date.available2023-05-21T16:03:50Z
dc.date.issued2023
dc.description.abstractObjectives The main objective of the study was to investigate whether the congruence between an energy drink brand and an influencer affected the effectiveness of the marketing strategy of an energy drink brand. Moreover, the study investigated how the perceived congruence between the energy drink brand and an endorser affected influencer credibility, consumer attitudes towards the promoted products, and willingness to purchase. Summary Social media influencer marketing has become a popular phenomenon among energy drink brands as it has been discovered a very effective way to promote products. However, to make the marketing strategy the most effective, brands need to work with congruent influencers having similar characteristics and mindset as the endorsed brand. Conclusions It was found that a highly congruent influencer brand fit scenario led to higher influencer credibility as well as consumer attitudes towards the brand. Despite high credibility of an influencer was expected to indicate better purchase intentions among customers, there was no significant evidence that the highly fitting scenario led to better purchase intentions among the respondents.en
dc.format.extent50 + 9
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/120864
dc.identifier.urnURN:NBN:fi:aalto-202305213200
dc.language.isoenen
dc.programme(Mikkeli) Bachelor’s Program in International Businessen
dc.subject.keywordmarketingen
dc.subject.keywordsocial mediaen
dc.subject.keywordsocial media influencersen
dc.subject.keywordcongruenceen
dc.subject.keywordenergy drinksen
dc.subject.keywordadvertisingen
dc.subject.keywordpurchase intentionen
dc.subject.keywordinfluencer credibilityen
dc.titleCongruence Between Energy Drink Brands and Endorsers: the effect of congruence on influencer credibility, brand attitudes, and consumer willingness to purchaseen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi
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