The impact of brand ambassador transgression on brand perception is investigated in this study. To reach the goal of this research the impact brand ambassador transgression across different generational cohorts was measured. The essence of brand ambassadors in the new branding landscape was determined from literature. The new branding landscape as a whole was described to provide a context for the study and the impact and affect thereof on the different generations. The increasing popularity of using brand ambassadors in marketing campaigns due to their ability to increase brand awareness, create or strengthen brand image as well as to achieve brand differentiation was discussed in depth. The literature also focused on brand ambassador transgressions and the impact thereof on brand perception. Mini-case studies which focussed on Tiger Woods, Lance Armstrong, Oscar Pistorius, Wayne Rooney and Charlie Sheen were provided as basis for the empirical research. An empirical research study has been launched to determine how different generational cohorts (Generation Y, Generation X and Baby Boomers) perceive values (both personal values and organisation brand values), brands and brand ambassadors as well as brand ambassador transgressions based on the provided case studies. The questionnaire was distributed to consumers in different generational cohorts. The results of the research indicated that: - There is no clear differentiation between the different generations’ perception on personal values. However, there was a greater amount of variance between the generations regarding their perceptions on brand values. - There is a definite difference between the different generational cohorts regarding perceptions regarding brand ambassadors. - The majority of the respondents stated that the mentioned brand ambassador transgressions did not negatively influence their perception of the brand, which was endorsed. Furthermore, the brand ambassador’s transgression did not cause the consumers to refrain from purchasing products which was endorsed by the specific brand ambassador. - No clear differentiation between the different kinds of transgressions and the severity thereof was made. - When brands stopped endorsing brand ambassadors when their transgressions came to light it mostly had a positive impact on the consumers’ perception of the brand. - The Generation Y respondents, who are also more social media active than the other generations, were more forgiving and were not as easily influenced negatively by the brand ambassadors’ transgression. - Consumers are more brand-orientated than brand ambassador-orientated. It can be concluded that the use of brand ambassadors in marketing campaigns holds many advantages. It is imperative that brand ambassadors should be decided upon carefully, although a brand ambassador does not define the entire brand. Brand ambassador transgressions’ have a more important impact on the consumers’ perception of the brand ambassador than on the brand itself. Consumers also feel that transgressions should be punished and are positive towards brands which ended brand ambassador agreements after transgressions, indicating that certain standard values are applicable for at least three consecutive generations of South-Africans and should be taken into account when branding decisions are made. / MBA, North-West University, Potchefstroom Campus, 2015

The impact of brand ambassador transgression on brand perception is investigated in this study. To reach the goal of this research the impact brand ambassador transgression across different generational cohorts was measured. The essence of brand ambassadors in the new branding landscape was determined from literature. The new branding landscape as a whole was described to provide a context for the study and the impact and affect thereof on the different generations. The increasing popularity of using brand ambassadors in marketing campaigns due to their ability to increase brand awareness, create or strengthen brand image as well as to achieve brand differentiation was discussed in depth. The literature also focused on brand ambassador transgressions and the impact thereof on brand perception. Mini-case studies which focussed on Tiger Woods, Lance Armstrong, Oscar Pistorius, Wayne Rooney and Charlie Sheen were provided as basis for the empirical research. An empirical research study has been launched to determine how different generational cohorts (Generation Y, Generation X and Baby Boomers) perceive values (both personal values and organisation brand values), brands and brand ambassadors as well as brand ambassador transgressions based on the provided case studies. The questionnaire was distributed to consumers in different generational cohorts. The results of the research indicated that: - There is no clear differentiation between the different generations’ perception on personal values. However, there was a greater amount of variance between the generations regarding their perceptions on brand values. - There is a definite difference between the different generational cohorts regarding perceptions regarding brand ambassadors. - The majority of the respondents stated that the mentioned brand ambassador transgressions did not negatively influence their perception of the brand, which was endorsed. Furthermore, the brand ambassador’s transgression did not cause the consumers to refrain from purchasing products which was endorsed by the specific brand ambassador. - No clear differentiation between the different kinds of transgressions and the severity thereof was made. - When brands stopped endorsing brand ambassadors when their transgressions came to light it mostly had a positive impact on the consumers’ perception of the brand. - The Generation Y respondents, who are also more social media active than the other generations, were more forgiving and were not as easily influenced negatively by the brand ambassadors’ transgression. - Consumers are more brand-orientated than brand ambassador-orientated. It can be concluded that the use of brand ambassadors in marketing campaigns holds many advantages. It is imperative that brand ambassadors should be decided upon carefully, although a brand ambassador does not define the entire brand. Brand ambassador transgressions’ have a more important impact on the consumers’ perception of the brand ambassador than on the brand itself. Consumers also feel that transgressions should be punished and are positive towards brands which ended brand ambassador agreements after transgressions, indicating that certain standard values are applicable for at least three consecutive generations of South-Africans and should be taken into account when branding decisions are made. / MBA, North-West University, Potchefstroom Campus, 2015

<p>Purpose/ Aim: The purpose is to study how receivers create meaning from celebrities in commercials. The purpose is also to find out if individuals identify with celebrities and if this is depending on a person’s age.</p><p>Material/ Method: Qualitative research method based upon focus group interviews with three different age groups and on litterature.</p><p>Main results: The study shows that recievers create meaning from and identify themselves with celebrities in different ways depending upon wich age group they are a part of. Individuals who are between the ages of 15 to 18 are inclined to be inspired in clothing and food choices. 25 to 30-yearolds are sometimes inspired by celebrities’ clothes but when it comes to the forming of their identity they look to their peers. Individuals who are 35 to 45 are generally not inspired nor do they identify themselves with celebrities. This does not however make them unaffected by commercials with celebrities. Celebrities draw attention to themselves and by appearing in an advertisement they fulfill it’s objective wich is to make people watch and be, directly or indirectly, affected by it.</p>

Purpose/ Aim: The purpose is to study how receivers create meaning from celebrities in commercials. The purpose is also to find out if individuals identify with celebrities and if this is depending on a person’s age. Material/ Method: Qualitative research method based upon focus group interviews with three different age groups and on litterature. Main results: The study shows that recievers create meaning from and identify themselves with celebrities in different ways depending upon wich age group they are a part of. Individuals who are between the ages of 15 to 18 are inclined to be inspired in clothing and food choices. 25 to 30-yearolds are sometimes inspired by celebrities’ clothes but when it comes to the forming of their identity they look to their peers. Individuals who are 35 to 45 are generally not inspired nor do they identify themselves with celebrities. This does not however make them unaffected by commercials with celebrities. Celebrities draw attention to themselves and by appearing in an advertisement they fulfill it’s objective wich is to make people watch and be, directly or indirectly, affected by it.

Title: Nätdejting för olika åldrar (Netdating for different ages)Author: Henri NekmouchePurpose: The purpose of this study is to investigate what influence the medium Internethas had on building up relationships between people who have dated online, and tocompare two different age groups.Method/Material: In this study the author has conducted personal interviews with sixpeople who all have experienced Internet dating, and had their first contact with agirlfriend/boyfriend online. The questions asked were designed to help answering thepurpose of the study.Main results: This study shows that in general there is a positive view of Internet datingamong both groups. They appreciate the opportunities it provides, as they get to knowthe other persons personality first. Even so, it should be noted that they still tend to be abit ashamed to talk about Internet dating, and some don’t want to be associated with it.The communication pattern tend to be pretty much the same among both groups. Thereare differences between the two age groups in terms of the way of dating online – theuse of pictures, sites and programs differs, and the reasons for this are many. Two of thebiggest reasons can be related to the question whether the person grew up with theInternet or not; and also to the fact that older people tend to be more serious when theyuse online dating because their time is runing out.Number of pages: 44Course: Media and Communication studies CUniversity: Division of Media and Communication, Department of Information Science,Uppsala UniversityPeriod: Fall 2009Tutor: Amelie HössjerKeywords: Internet dating, communication, chat, communities, different age group