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_SLIDE_1_ Sports Celebrity Endorsements in retail products advertising Brand Marketing 1 _SLIDE_2_ Contents Purpose Introduction Literature review Research Proposition Methodology Results Conclusion Brand Marketing 2009 2 _SLIDE_3_ Purpose To extend previous research(stone et al) into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. _SLIDE_4_ 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. _SLIDE_5_ Introduction Origin researcher : Whether the ad featured a product, athlete, or other model. Also considered not athlete. Our study : add to study into the current decade and investigating for the first time the use of athletes as endorsers. Celebrity endorser(athletes) are widely presumed to…
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