The effectiveness of female sport brand advertisements on female sport and non-sport students: A comparative study
Cardiff Metropolitan University
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From sport specific wear for the dedicated sports person to fashionable leisure wear for the every day consumer, the growing diversity of the sport brand industry has generated mass appeal within today's society. This coincides with the emergence of a dominant and diverse female market, heralding a new challenge for the sport marketer. This has resulted in an increase in the use of female sport endorsers. Whilst previous studies have sought to examine the market from a general perspective, vory few have addressed its diverse nature. This study has therefore adopted a psychographic approach to segment the market by examining female sport and non-sport students. Participants were asked to undertake a self-administered questionnaire to examine their psychosocial characteristics relative to their consumer behaviour, and a statistical rating scale to study their responses to a series of female sport brand advertisements. Results were analysed both quantitatively and qualitatively and revealed distinct differences between the two groups tested: It was found that the sport students were influenced by the use of the celebrity endorsers, whilst the non-sport students were more interested in the product itself.
BSc (Hons) Sport, PE and Recreation
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