An evaluation into the selection of female athletes as product endorsers
University of Wales Institute Cardiff
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The purpose of this research is to evaluate the use of female athletes as product endorsers. The research will identify the qualities that are necessary in an effective endorsement relationship between the athletes and the product and attempt to rate the perceived importance of the issues required for a female athlete to possess when endorsing both sport and non sporting products. Considerations will also be made on the effect of negative publicity upon the endorsement and the future of female athletes as product endorsers. The review of literature offers an analysis of the contemporary theories and studies relevant to the research title. The aim of the review is to reinforce the main ideologies that are apparent within existing research and appropriate to the use of female athletes within the process of athlete endorsements. A Mixed Method (qualitative and quantitative) research has been selected for this study. The combination of semi structured interviews with professionals currently working among product or event endorsements within the Sports Marketing field coalesced with closed question questionnaires completed by a selected sample of sports students complimented each other, expressing results that identify both sets of opinions to be compared and comparatively analysed. The analysed material indicates the use of female athletes to be an extremely effective marketing strategy. From the identified factors that are essential to the endorsement mix, a model has been constructed to demonstrate their importance to both sport and non sport related products. In addition the possibility for negative publicity to damage the endorsement process is eliminated and the future of female athlete endorsements is forecasted.
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