How effective are contemporary celebrity athlete endorsements on university sport students?
Cardiff Metropolitan University
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The objectives for the research project are, to establish whether or not celebrity sporting endorsers have a positive purchasing effect on Cardiff Metropolitan University sport students. The research also answered whether sport students are more likely to be influenced to buy a particular sporting brand because of the sporting endorser compared to the quality of the product. This study was conducted due to the fact that there was a lack of research regarding the effectiveness of celebrity sporting endorsements on consumer purchasing decisions. The data was collect using questionnaires, including open-ended and closed questions. The questionnaires were distributed to a sample of 50 sport students, 25 male participants and 25 female participants studying sport at Cardiff Metropolitan University. From the research that was found, it became clear that sport students are more influenced to buy a particular sporting product if the celebrity athlete endorser is perceived as a role model and had a huge amount of sporting success. It was concluded that the sporting brands should make use of celebrity athlete endorsers as they play a huge role in consumer purchasing decisions. It is understood that a credible and likeable athlete comes with a price. If the correct decisions are made regarding the selection of a celebrity sporting athlete, product sales and consumer awareness of the endorsed products, will significantly increase.
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