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

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We Call A Rose By Any Other Name, Would It Smell As Sweet?: An Audience Study on the Effects of Celebrity Branding, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.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

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