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  • Influence of Congruence of Individuality of Brand and Celebrity on Consumer Behavior on the Example of Restaurant Business

Influence of Congruence of Individuality of Brand and Celebrity on Consumer Behavior on the Example of Restaurant Business

Student: Sorokina Arina

Supervisor: Elena Gryzunova

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Nowadays it has become common for famous people, otherwise called «celebrities», to open their own restaurants or take on the role of a «front of the house». Commercials featuring celebrities are rarely overlooked, whether it is a pop-singer promoting non-alcoholic drinks, or an actress showcasing branded clothing on her social media. By involving a celebrity in their ad campaign, advertisers try to promote a brand to his or her fans, boost the brand awareness, increase its credibility and sales. The aim of the study is to provide a pool of marketing recommendations for representatives of restaurant business. The pool was created with the use of quantitative and qualitative research methods, a two-stage poll and content analysis, respectively. Moscow millenials and zoomers with above-average salaries were the pollees. The results of the study should confirm two of the hypotheses regarding the influence of celebrity and brand matching on the consumer behaviour.

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