Sporting endorsers: a student's view
University of Wales Institute Cardiff
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Marketers believe the use of sporting endorser’s increases awareness improves images and influences a consumer’s decision to purchase. This study explores student opinions of the sporting celebrity endorser. The researcher conducted a qualitative study randomly issuing eighty questionnaires to students from the University of Wales, Institute Cardiff. The sample included; males (49), females (31), of which 53 were sports students and 27 non sports students. Within the questionnaire participants were asked to identify sportspeople with the product they have endorsed. Questions also investigated the level of trust, characteristics deemed important and the influence of the sporting endorser. The students fully justified the role of the sporting celebrity in endorsement campaigns. The celebrities were very recognisable and recall for their endorsements were relatively high. Differences did occur in the effectiveness of each endorser. The most successful endorsers tended to come from football which could be explained by the vast media coverage of the sport. Gender differences did occur in levels of trust for the endorser which suggests implications for future research. Both sexes indicated that the endorser would increase the likelihood of purchase. Sporting endorsers have played a significant role in advertising campaigns since the early 1920’s and the trend shows strong signs of continuing.
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