Effects of using sporting celebrity endorsers in advertising
Cardiff Metropolitan University
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The mm of this research project was to establish whether the use of sporting celebrity endorsers in advertising affected the purchasing patterns of sporting consumers. Self-completed questionnaires were distributed to forty UWIC football players who answered both open and closed questions, thus both Qualitative and Quantitative data was gathered. Statistical data (Quantitative) and rich information vm opmwns of the sample (Qualitative) were analysed. It was established that consumers are not personally more inclined to purchase products endorsed by sporting celebrities, however it was found that they believed the general public would be influenced via this process. It was also found that consumers are not willing to pay a higher price for an endorsed product although the majority did believe that a product endorsed by a sporting celebrity was of a higher quality. Success and good looks appear to be the most important credentials that an endorser must have in order to be appealing to the consumer and thus be effective, and it was discovered that attractiveness (as identified by Shank, 1999) is the main factor which influences consumers to purchase. It was concluded that sport marketers should investigate more fully, the utilisation of sporting endorsers in order to increase awareness and sales of their products.
BSc (Hons) Sport, PE and Recreation
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