Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Marketing Relevance Of Australian Cosmetic Brand Ambassadors, Jessica Boswarva
The Marketing Relevance Of Australian Cosmetic Brand Ambassadors, Jessica Boswarva
Theses : Honours
Brand ambassadors are often employed to perform important marketing roles such as influencing product adoption and creating brand awareness (Livesley, 2009; O’Leary, 2010; Voight, 2007; Wragg, 2004). Brand ambassadors provide personalised customer service, including educational, experiential and relational roles and as a result propagate trust, minimize perceived risk and create familiarity and involvement (Belch & Belch, 2007; Chiou & Droge, 2006; Elliot & Percy, 2007). Whilst studies highlight benefits to businesses in general, there is limited research to the role of brand ambassadors within the Australian cosmetic industry. Cosmetic brand ambassadors are a traditional feature of the cosmetic industry and …