Athletes and their Impacts on Endorsement of Sportswear - Literature review Example

Only on StudentShare

Extract of sample
Athletes and their Impacts on Endorsement of Sportswear

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. ...Show more

Summary

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…
Author : waelchirubye
Save Your Time for More Important Things
Let us write a custom literature review on your topic
"Athletes and their Impacts on Endorsement of Sportswear"
with a personal 20% discount.
Find out more

Related Essays

Nikes Strategic Management
The research investigate strategic, marketing environment and strategic fit analysis of Nike Incorporation and the findings of this study can clearly get an idea that the only business strategy of Nike is to produce products that are different from competitors’ products, with a diverse brand portfolio and supplemented by investments focusing on highly potential markets all around the world.
13 pages (3250 words) Assignment
Do celebrity endorsement change the consumer buying behaviour on clothes?
The famed and popular image of the celebrity in conjunction with accurate product-image association multiplies the interest of consumers and results in improved level of brand recognition.
1 pages (250 words) Essay
Economic Impacts on Event Management
‘Events’, in this context can be termed as any social or corporate happenings organised in a planned and structured manner. Hence, it is quite apparent that events have to be systematically managed to be organised efficiently that in turn can provide with utmost satisfaction to the participants in terms of investors, visitors and other stakeholders (Getz, 2008).
8 pages (2000 words) Literature review
The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer's perception of the Product and Overall Purchasing Decision
This paper is a literature review of how celebrity’s endorsement affects consumer perception on various products. It reflects how their endorsement results to overall purchasing decisions made by consumers towards products. The analysis of this paper considers an athlete as the celebrity and how they are vital to sportswear marketing.
6 pages (1500 words) Literature review
Cognitive Dissonance Impacts Repurchase Intention
Several facts describe that cognitive dissonance can deliver serious interruption to appropriate decision making, and decreasing the dissonance can considerably develop the decision making skills of people. This is applicable in the consumer buying process which is also known as post purchase behavior.
5 pages (1250 words) Research Paper
Celebrity Endorsement
Retrieved from Summary This journal gives a candid evaluation of the impact of executing branding activities using high profile trademarks. It focuses on the reasons why most institutions are adopting the use of a strong brand name or celebrities and trademarks to execute their product advertisement.
4 pages (1000 words) Essay
Segmentation, Targeting and Positioning to Circulate to all employees
Market segmentation involves a marketing strategy for dividing customers into groups that can be served more effectively and efficiently (Strydom, pp 161). Normally, customers with similar taste and preferences are grouped together and segments are totally different from each other (Strydom, pp 161).
6 pages (1500 words) Essay
Accessibility Impacts of Chinas High-Speed Rail Network
According to Cao et al, accessibility is the extent to which land-use and transport systems enable groups of individuals to reach activities or destinations by means of a combination of transport modes (18). It is, therefore, important since it is used in transport planning, land use and geography.
3 pages (750 words) Essay
Building brands with the support of social media
The paper analyzes case studies of successful brand building using online support and recommends ways to achieve better brand building by making better use of social media. In the contemporary age, competition between companies has increased manifolds with the availability of variety of choice to the customers.
8 pages (2000 words) Research Paper
Price the Product
A tool that can be used to determine how many units must be sold at a particular price to cover all the expenses of the company is the breakeven analysis (Garrison, Noreen, 2003). Another factor that companies must consider
1 pages (250 words) Essay
Analyse the marketing environment for the cosmetics industry in a country of your choice. In your essay develop an argument that deals specifically at the socio-cultural patterns and trends in habits, particularly in relation to male versus female groomin
However, today the market is more of heterosexual, with male beauty products gaining popularity in recent years (Dayan and Kromidas, 2011). Consumers tend to shift their
8 pages (2000 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT