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Athletes and their Impacts on Endorsement of Sportswear - Literature review Example
Pages 4 (1004 words)
Athletes and their Impacts on Endorsement of Sportswear Name: Course name: Course instructor: Date: Athletes and their Impacts on Endorsement of Sportswear People who enjoy recognition by a large share of others are regarded as celebrities. There are many parameters that go into the decision of whether a person is deserving of the celebrity status…
Others include prominent businessmen and politicians. Apart from their careers and appearances in events, celebrities act as spokesmen for different brands in their promotion (Kambitsis et al. 2002, p. 160). This paper will analyze the effect of celebrity (athlete) endorsements in sportswear marketing on the consumer's perception of the product and overall purchasing decision. “A celebrity endorser is a person who is known by the public for his or her achievements in areas other than that of the product class he or she is endorsing” (Friedman & Friedman 1979, p. 63). This is one of the forms of celebrities that are use by companies in order to promote their products. The reason for use of celebrities is engrained in the influence that they command be it on a national or international stage. Sportsmen and women in particular have been utilized for promotion of a wide range of products most of which include sportswear and energy drinks. Athletes compared to ordinary people have a higher chance of commanding attention. Solomon (2002, p. 50) asserts that the perception that consumers get from brands being endorsed by celebrities is that they are interesting. This is also accompanied by a feeling of connection and positivity with the brands. ...
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