Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty

Descripción del Articulo

The study analyzed the perception of Peruvian millennial women about celebrity advertising, focusing on MAC Cosmetics’ collaboration with Selena Quintanilla. Through qualitative interviews, the impact of this strategy on consumer perception and satisfaction was examined. The results show a positive...

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Detalles Bibliográficos
Autores: Ampuero, Miranda, Arbaiza, Francisco
Formato: artículo
Fecha de Publicación:2024
Institución:Universidad Peruana de Ciencias Aplicadas
Repositorio:UPC-Institucional
Lenguaje:inglés
OAI Identifier:oai:repositorioacademico.upc.edu.pe:10757/676101
Enlace del recurso:http://hdl.handle.net/10757/676101
Nivel de acceso:acceso embargado
Materia:Brand and Pop Culture
Celebrity Endorsement in Cosmetics
Consumer Perceptions
Emotional Marketing
Influence of Iconic Celebrities
https://purl.org/pe-repo/ocde/ford#3.00.00
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dc.title.es_PE.fl_str_mv Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
title Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
spellingShingle Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
Ampuero, Miranda
Brand and Pop Culture
Celebrity Endorsement in Cosmetics
Consumer Perceptions
Emotional Marketing
Influence of Iconic Celebrities
https://purl.org/pe-repo/ocde/ford#3.00.00
title_short Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
title_full Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
title_fullStr Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
title_full_unstemmed Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
title_sort Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
author Ampuero, Miranda
author_facet Ampuero, Miranda
Arbaiza, Francisco
author_role author
author2 Arbaiza, Francisco
author2_role author
dc.contributor.author.fl_str_mv Ampuero, Miranda
Arbaiza, Francisco
dc.subject.es_PE.fl_str_mv Brand and Pop Culture
Celebrity Endorsement in Cosmetics
Consumer Perceptions
Emotional Marketing
Influence of Iconic Celebrities
topic Brand and Pop Culture
Celebrity Endorsement in Cosmetics
Consumer Perceptions
Emotional Marketing
Influence of Iconic Celebrities
https://purl.org/pe-repo/ocde/ford#3.00.00
dc.subject.ocde.none.fl_str_mv https://purl.org/pe-repo/ocde/ford#3.00.00
description The study analyzed the perception of Peruvian millennial women about celebrity advertising, focusing on MAC Cosmetics’ collaboration with Selena Quintanilla. Through qualitative interviews, the impact of this strategy on consumer perception and satisfaction was examined. The results show a positive perception of Celebrity Endorsement in cosmetics, highlighting its ability to connect emotionally through personalized products. The “Selena the Queen” collection was received as a meaningful tribute, influencing the purchase decision. However, cost was a barrier for some. It was concluded that associations with deceased celebrities generate deep emotional ties, offering valuable insight into their influence on brand communities.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-10-14T14:44:25Z
dc.date.available.none.fl_str_mv 2024-10-14T14:44:25Z
dc.date.issued.fl_str_mv 2024-01-01
dc.type.es_PE.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.issn.none.fl_str_mv 16469895
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10757/676101
dc.identifier.journal.es_PE.fl_str_mv RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
dc.identifier.eid.none.fl_str_mv 2-s2.0-85195851133
dc.identifier.scopusid.none.fl_str_mv SCOPUS_ID:85195851133
identifier_str_mv 16469895
RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
2-s2.0-85195851133
SCOPUS_ID:85195851133
url http://hdl.handle.net/10757/676101
dc.language.iso.es_PE.fl_str_mv eng
language eng
dc.rights.es_PE.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.es_PE.fl_str_mv application/html
dc.publisher.es_PE.fl_str_mv Associacao Iberica de Sistemas e Tecnologias de Informacao
dc.source.none.fl_str_mv reponame:UPC-Institucional
instname:Universidad Peruana de Ciencias Aplicadas
instacron:UPC
instname_str Universidad Peruana de Ciencias Aplicadas
instacron_str UPC
institution UPC
reponame_str UPC-Institucional
collection UPC-Institucional
dc.source.journaltitle.none.fl_str_mv RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
dc.source.volume.none.fl_str_mv 2024
dc.source.issue.none.fl_str_mv E68
dc.source.beginpage.none.fl_str_mv 222
dc.source.endpage.none.fl_str_mv 235
bitstream.url.fl_str_mv https://repositorioacademico.upc.edu.pe/bitstream/10757/676101/1/license.txt
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spelling d20e403ec7400e8e63fbe2ed889b5b34300ab57bc220b05df72487604be31d79a4f500Ampuero, MirandaArbaiza, Francisco2024-10-14T14:44:25Z2024-10-14T14:44:25Z2024-01-0116469895http://hdl.handle.net/10757/676101RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao2-s2.0-85195851133SCOPUS_ID:85195851133The study analyzed the perception of Peruvian millennial women about celebrity advertising, focusing on MAC Cosmetics’ collaboration with Selena Quintanilla. Through qualitative interviews, the impact of this strategy on consumer perception and satisfaction was examined. The results show a positive perception of Celebrity Endorsement in cosmetics, highlighting its ability to connect emotionally through personalized products. The “Selena the Queen” collection was received as a meaningful tribute, influencing the purchase decision. However, cost was a barrier for some. It was concluded that associations with deceased celebrities generate deep emotional ties, offering valuable insight into their influence on brand communities.application/htmlengAssociacao Iberica de Sistemas e Tecnologias de Informacaoinfo:eu-repo/semantics/embargoedAccessBrand and Pop CultureCelebrity Endorsement in CosmeticsConsumer PerceptionsEmotional MarketingInfluence of Iconic Celebritieshttps://purl.org/pe-repo/ocde/ford#3.00.00Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyaltyinfo:eu-repo/semantics/articleRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao2024E68222235reponame:UPC-Institucionalinstname:Universidad Peruana de Ciencias Aplicadasinstacron:UPCLICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorioacademico.upc.edu.pe/bitstream/10757/676101/1/license.txt8a4605be74aa9ea9d79846c1fba20a33MD51false10757/676101oai:repositorioacademico.upc.edu.pe:10757/6761012025-10-30 07:28:20.755Repositorio Académico UPCupc@openrepository.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Reviving Icons: How MAC Cosmetics Harnesses Celebrity Legacies for Brand Loyalty
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