Consumers purchase intentions towards the match up of sports performers and non-related brands
Cardiff Metropolitan University
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This study evaluates consumer attitudes toward the match-up of four top British sports performers with three of the world's highest grossing non-sports related brands. The research looked for significant interactions between the match-ups and the levels of purchase intention towards the brands main product. Given that modem sports stars are celebrities who have akeady formed publicly renowned status the use of such endorser's in various media are expected to generate positive attitude toward brand's, generating higher degrees of purchase intention (Pope and Voges, 2000). Marketers of these brands are prepared to pay star athletes astronomical amounts of money to endorse their products, emphasising how endorser effectiveness is imperative to the appropriateness of advertising campaigns (Till,2oo1). The deductive study looked at the evaluation of the match-ups in relation to f'our independent lneasures. Examining how sports performer credibility, attitude towards the brand and perceived congruency influenced purchase intentions towards the brands main product. A repeated measures within subjects factorial ANOVA looked for significant interactions between the resulting purchase intention scores for each match-up. Preliminary results indicated favourable levels of sport performer credibility only took effect when matched with favourable non-related brands. This assumption remainecl constant for attitude towards the brand, and was supported by the levels of perceived oongmency. Conversely, a more favourable sports performer was viewed with less congruency than an unfavourable sports performer, when matched with an unfavourable brand. Interpretations from the main effects indicated no significant interactions between the match-up of sports performer and non-related brand on the leve ls of purchase intention. Thrs conclusion dlaws contradiction to the assumptions of the literature review, indicating that sports performer's perceived level of credibility provide no further effectiveness to advertising with a non-related brand's.
BSc (Hons) Sport, PE and Recreation
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