The Effects of Athlete Endorsements on Sports Students

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Author
Groves, David
Date
2014Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
There has been a significant increase in the number of athletes now endorsing sports
products and brands; this has led to this study being developed. Due to endorsements
being a part of day to day life, this dissertation explores the effects that athlete
endorsements have on sport students, what characteristics make an effective athlete
endorser, and the effects of the use of athlete’s social media sites.
The data was gathered using a mixed methods approach using a questionnaire, which
was handed out to 50 sports students at Cardiff Metropolitan University, 25 males and 25
females; the questionnaire comprised of 25 quantitative questions. From the 50 students 4
participants were chosen to take part in an interview, to provide the study with qualitative
data in key areas within the study.
The results presented significant findings that athlete endorsements are an effective
marketing strategy that adds to the perceived quality of the endorsed brand. The results
also presented key characteristics of a successful athlete endorser, and how the
emergence of social media has become an aspect of an athlete endorsement deal.
From this study it was concluded that athlete endorsements are an effective marketing tool
and can be beneficial to the brand, as it can influence purchase intention. Additionally, a
number of characteristics emerged which should be considered when employing an
athlete endorser as a marketing tool, furthermore although athlete endorsers social media
sites can be hugely beneficial they also come with potential risks.
Description
DEGREE OF BACHELOR OF SCIENCE (HONOURS)
SPORT MANAGEMENT
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