Tools
Tools
Tan, Chek Xin (2025) The Art and Strategy of Brand Ambassador Selection: A Comparative Analysis of Impact on Brand Image and Consumer Perception between Asian and Irish Brands. Undergraduate thesis, Dublin, National College of Ireland.
Preview |
PDF (Bachelor of Arts)
Download (619kB) | Preview |
Abstract
The most basic definition of a brand ambassador can be explained as an organisation or company hiring people to endorse the brand with a positive image and give a good consumer perception. The primary goal of having a brand ambassador is to increase brand awareness and expand the customer from market to increase sales growth. Although the quality of products or services by an organisation or company is the most critical factor if consumers patronize, it is undeniable that the idea of “good wine needs no bush” no longer holds into the 21st century, where the internet and technology are well-developing the global market. Marketing is essential when it comes to occupying a place in the market to stand out from your competitors. It is crucial to have brand ambassadors who are consistent with the brand and can convey the brand image. Especially when companies want to expand into markets with different cultural backgrounds, the correct brand ambassadors can help companies establish emotional connections with consumers from different regions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Supervisors: | Name Email MacDonald, Robert UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business (- 2025) > BA (Honours) in Business Studies |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 19 Mar 2026 15:38 |
| Last Modified: | 19 Mar 2026 15:38 |
| URI: | https://norma.ncirl.ie/id/eprint/9191 |
Actions (login required)
 |
View Item |