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Sports Celebrity Endorsements in retail products advertising
Brand Marketing
1
Contents
Purpose
Introduction
Literature review
Research Proposition
Methodology
Results
Conclusion
Brand Marketing 2009
2
Purpose
To extend previous research(stone et al) into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers.
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.
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 be an effective method of promoting retail merchandise to gain optimum benefits.
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2013.03.23
28페이지
