That Which We Call A Rose By Any Other Name, Would It Smell As Sweet?

2015-05-22T13:08:22Z

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That Which We Call A Rose By Any Other Name, Would It Smell As Sweet?:
An Audience Study on the Effects of Celebrity Branding

ABSTRACT
Yambao, K.R. (2015). That Which We Call A Rose By Any Other Name, Would It Smell
As Sweet?: An Audience Study on the Effects of Celebrity Branding, Unpublished
Undergraduate Thesis, University of the Philippines College of Mass Communication.

This quantitative study sought to describe the effects of one particular
facet of celebrity branding—screen name use—on the perceptions of audience towards
the celebrities bearing them. The researcher conducted a survey among 200 Filipinos and
interviewed 12 of the survey participants, using the Theory of Cognitive Dissonance as
the framework in order to find out how the Filipino’s perception of celebrities are
affected by screen names.
The study revealed that the Filipino audience are favorable to the use of
screen names by the local celebrities. It was found out that the audience believe that the
screen names used suit the celebrities. The audience also expressed their preference to the
celebrities’ screen names instead of their real names. Ultimately, the audience think that
screen names make the celebrities more appealing.
The study can be further improved by conducting a qualitative study on
screen names. Celebrities bearing screen names could be interviewed with textual
analysis as the method of research. The same study could also be done on a different
sample. The researcher suggests a study that compares and contrasts the responses of men
and women.

Keywords: screen names, branding, celebrity, perception

View Thesis: [http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2008-11067-THESIS-K View Thesis]

[[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Broadcast Communication Thesis]][[Category:2015 Thesis]][[Category:Thesis--Audience Studies]][[Category:Thesis--Perception]][[Category:Thesis--Screen Names]]

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That Which We Call A Rose By Any Other Name, Would It Smell As Sweet?