On July 17, 2025, Mattis E. Bornerheim, a fourth-year student in the Faculty of Global Management and an international student from Sweden, submitted his graduation thesis titled “The Influence of Celebrity Endorsements on Consumer Purchasing Behavior: A Comparative Study of Japanese and Swedish Consumers” and made a presentation of his research as part of the Seminar V course. As a member of the Iida seminar, he spent approximately one and a half years researching advertising practices.
Students enrolling in the Seminar IV class all celebrating Mattis Bornerheim’s achievement
Mattis Bornerheim explaining the demographics of his Primary Research
Mattis Bornerheim’s study examines the impact of celebrity endorsements on consumer purchasing behavior in Japan and Sweden. Based on survey data from 159 participants, the research found that while 61% had purchased celebrity-endorsed products, few were strongly influenced or remained loyal to such products. His initial hypothesis assumed that Japanese and Swedish consumers, often thought to share similar temperaments, would respond similarly to celebrity endorsements. However, the findings revealed significant differences in cultural background, national disposition, and marketing strategies between the two countries.
The study highlights the importance of culturally tailored advertising approaches, rather than relying solely on the universal appeal of celebrity figures. The thesis makes a meaningful contribution to the field of comparative international advertising.
Several fellow students who had already submitted their theses attended the presentation, joining other members of the seminar in celebrating the completion of Mattis Bornerheim’s research.
The Faculty of Global Management is committed to supporting international students in writing their graduation theses, contributing to the advancement of global management research.
Mr. Bornerheim proudly holding a Seminar certificate of completion and a message collection from the seminar members
