Sport celebrities endorsement in advertising: The impact on French consumers
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Background: People need to associate themselves to a reference group or tosomeone they admire. Consumers are influenced by thesegroups or person. Companies have therefore to adapt their promotion strategy to reach consumers by this side.
Research questions: RQ1 - How consumers perceive sport personalities endorsers featured in advertisement?RQ2 - What is the relation between consumers’ perceptions andtheir attitudes towards a brand, product or service?
RQ3 - What is the relation between consumers’ attitudes and their purchase intentions towards a product or service?Purpose:The purpose of this study is to explore the consumers’perceptions and attitudes towards the use of personalities to endorse companies’ brand, products or services and see if it influence their purchase attitude.Methodology: The research is based on a cross-sectional design with aqualitative strategy. The data collection is gathered throughthree focus groups and with secondary data.Conclusion: The results are that, for French consumers, a product will stay inmind when it is linked to a celebrity. The credibility of theathlete is important to keep a good perception of the brand. The perception of the brand will influence the consumer buyingattitude.
Place, publisher, year, edition, pages
2014. , 72 p.
Celebrity endorser, consumers’ perception, consumers’ attitude, brand image, advertisement, sport, athlete
IdentifiersURN: urn:nbn:se:lnu:diva-37209OAI: oai:DiVA.org:lnu-37209DiVA: diva2:749277
Subject / course
Business Administration - Marketing