Influence of Celebrity Scandals on Q-Scores

Mark Ciafullo

Influence of Celebrity Scandals on Q-Scores

Mark Ciafullo

Research output: Thesis › Honors Thesis

Abstract

Advertisers commonly use a metric known as a Q-score to determine which celebrities would be most effective at endorsing a product. However, there is little research into how and why Q-scores change over time. This study will utilize four to five years worth of Q-scores for a variety of celebrities and athletes to see which actors and celebrities have seen a decrease in score over that time span. After determining this, research will be done to see why there was a significant drop in Q-score. There will also be a literature review to see what factors affect the effectiveness of celebrity endorsers. This study will help advertisers and scholars determine why celebrities have significant losses of popularity and how significantly that affects their Q-score.

Original language	English
Awarding Institution	Loyola Marymount University
Supervisors/Advisors	Winsor, Robert D., Advisor
State	Published - Jun 12 2015
Externally published	Yes

Access to Document

http://digitalcommons.lmu.edu/honors-thesis/80

Cite this

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title = "Influence of Celebrity Scandals on Q-Scores",

abstract = "Advertisers commonly use a metric known as a Q-score to determine which celebrities would be most effective at endorsing a product. However, there is little research into how and why Q-scores change over time. This study will utilize four to five years worth of Q-scores for a variety of celebrities and athletes to see which actors and celebrities have seen a decrease in score over that time span. After determining this, research will be done to see why there was a significant drop in Q-score. There will also be a literature review to see what factors affect the effectiveness of celebrity endorsers. This study will help advertisers and scholars determine why celebrities have significant losses of popularity and how significantly that affects their Q-score.",

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language = "English",

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AU - Ciafullo, Mark

PY - 2015/6/12

Y1 - 2015/6/12

N2 - Advertisers commonly use a metric known as a Q-score to determine which celebrities would be most effective at endorsing a product. However, there is little research into how and why Q-scores change over time. This study will utilize four to five years worth of Q-scores for a variety of celebrities and athletes to see which actors and celebrities have seen a decrease in score over that time span. After determining this, research will be done to see why there was a significant drop in Q-score. There will also be a literature review to see what factors affect the effectiveness of celebrity endorsers. This study will help advertisers and scholars determine why celebrities have significant losses of popularity and how significantly that affects their Q-score.

AB - Advertisers commonly use a metric known as a Q-score to determine which celebrities would be most effective at endorsing a product. However, there is little research into how and why Q-scores change over time. This study will utilize four to five years worth of Q-scores for a variety of celebrities and athletes to see which actors and celebrities have seen a decrease in score over that time span. After determining this, research will be done to see why there was a significant drop in Q-score. There will also be a literature review to see what factors affect the effectiveness of celebrity endorsers. This study will help advertisers and scholars determine why celebrities have significant losses of popularity and how significantly that affects their Q-score.

M3 - Honors Thesis

T3 - Honors Thesis

ER -