Promotion of Brands Using Celebrities with a Scandalous Reputation: Perception of Generations Y and Z (on the Example of the Collaboration between 'Alfa-Bank' and Morgenshtern)

Student: Cherkashina Anzhela

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

This research examines in detail the phenomenon of brand promotion by a celebrity with a scandalous reputation. The author investigated how the perception of the brand is changing among consumers who interacted with this type of promotion. In addition, a difference was revealed in the perception of such an advertising tool among representatives of generations Y and Z. Using a series of in-depth interviews, the motivation for changing attitudes towards the brand was determined, as well as those fragments of the collaboration between Alfa-Bank and Morgenstern that made the greatest impact on the perception of the brand. Quantitative analysis of the data revealed a significant correlation between attitudes towards the infamous celebrity and the desire to acquire the advertised brand.

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