How Effective are Celebrity Athlete Endorsers in Promoting Football Boots in the UK and Does Credibility Influence Effectiveness?
University of Wales
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The aim of this research project was to establish whether celebrity athlete endorsers make an effective advertising medium for football boots. It also aimed to find out whether the credibility of the endorser had an impact on this effectiveness, and how negative media associations with an athlete endorser may change purchasing behaviour. This is because it was found that there was a lack of research on the effectiveness of sport related products and in particular those related to football. The data was gathered through a mixed method approach which involved the use of questionnaires. The questionnaires were distributed to a sample of football playing students at the University of Wales Institute Cardiff (UWIC) and contained a blend of open and closed questions. It was found that consumers are positively affected by the use of athlete endorsers to promote football boots in the UK. This is mainly because the endorsing player was seen as a role model/ sporting hero and was well respected. It was also found that the credibility of the endorser is an important attribute and negative associations in the media would influence the purchasing patterns of consumers. It was concluded that marketers of football boots would benefit from the use of athlete endorsers, and the increased cost of hiring such an athlete can be justified through customers being prepared to pay more for the product and increasing its awareness. However, there was the potential to utilise focus groups and interviews to allow areas of interest to be expanded upon and gain further insight into consumer views of celebrity athlete endorsers
BA Enterprise Project
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