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Brand ambassadorship in the tech industry : a comparative study of Microsoft and Apple

  • Brand ambassadors have the power to have a positive influence on how consumers feel and their relationship with the brand. Despite the popularity of brand ambassadors and their effectiveness, a company's employees as brand ambassadors have an ideal and credible impact on consumers and how the brand is perceived. This bachelor thesis reviews the literature of theoretical and empirical nature to identify how business leaders strengthen the image of their corporate brands the objective is to examine and compare the case of Microsoft Bill Gates and Apples Steve Jobs illustrate how they strengthen their respective brand image. The results indicate that even though the risk of having CEO’s as ambassadors may tarnish the image of the company in case of unethical behaviors, celebrity CEOs such as Steve Jobs and Bill Gates have a positive impact on their respective companies and strengthen the brand image.

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Author:Ibrahim Bolaji Okedina
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/08/31
Release Date:2020/09/02
Tag:Brand; Brand ambassador; CEO celebrity; Tech industry
Page Number:50
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt