Determining whether celebrity endorsers affect the purchase decision of sports goods to students at the University of Chichester

Student, A. (2017) Determining whether celebrity endorsers affect the purchase decision of sports goods to students at the University of Chichester. Undergraduate thesis, University of Chichester.

[img] Text
2018033.v2.pdf - Submitted Version
Restricted to Registered users only
Available under License Creative Commons Attribution.

Download (1MB)

Abstract

The sports industry is a large and profitable industry in the United Kingdom, being
worth around £20 billion in the UK according to Critchlow (2015). Therefore, large
brands use celebrities to help endorse products as people idolise celebrities,
meaning, if they are seen on a product it will prompt a sale (Olenski, 2016). This
research seeks to understand how effective they truly are when attempting to
persuade a low disposable income demographic (students) to part ways with their
money in order to purchase goods. Furthermore, this research aims to determine
whether celebrities can have a longer term effect in the brand loyalty of students to
sports brands.
The research primarily studied celebrity endorsements, however, also investigated
celebrities and brand loyalty and aspects of a sports brand students deem to be
important. Thus, giving an understanding of the effectiveness of celebrity endorsers.
Questionnaires and interviews were conducted. From this, the results were analysed
in order to understand if the research aims and objectives were achieved.
Many respondents (43%) felt that celebrity endorsers partially affect their decision
to purchase sports goods, although this is in conjunction with other factors. With
regard to brand loyalty, it was discovered that if an individual was loyal to a
celebrity, they will be more likely to become brand loyal to the brand the celebrity
endorses.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 07 Sep 2018 13:02
Last Modified: 07 Sep 2018 13:02
URI: http://eprints.chi.ac.uk/id/eprint/3680

Actions (login required)

View Item View Item