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Sports Celebrity Endorsements in retail products advertising
Brand Marketing
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Contents
Purpose
Introduction
Literature review
Research Proposition
Methodology
Results
Conclusion
Brand Marketing 2009
2
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Purpose
To extend previous research(stone et al) into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers.
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Introduction
A sports celebrity endorser influences consumer buying decisions.
Top athletes earn more from endorsements than from their athletic contracts.
But!! The negative influence is happened by unexpected behavior which is unacceptable to the targeted consumer.
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Introduction
Origin researcher : Whether the ad featured a product, athlete, or other model. Also considered not athlete.
Our study : add …(생략)
1)financial implications
2)Selection
3)Avoidance.
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nd to seek stores whose image and merchandise brands are congruent with their own self-image.
It is a positive motivator of consumer purchasing behavior
Retailers should ensure
The celebrity endorser will reflect the personality and values of the store and its customers
Sports celebrity endorsement issues which may negatively affect store image
Consumer’s in-store experience reinforce the positive attributes conveyed by the celebrity endorser
Sports celebrity endorsements in retail products advertising
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Literature review-Benefits to retailers
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Brand Marketing 2009
3. Consumer relationships
When featured in mass advertising, celebrity athletes serve vicariously as role models for these youthful consumers, influencing their lifestyle and consumption patterns
Athlete role models have been shown to positively influence teenagers’ brand loyalty and favorable word-of-mouth communications about a product
The effect of celebrity endorsements on political opi
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