The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer's Perception of the Product

The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer
Masters
Literature review
Marketing
Pages 5 (1255 words)
Download 0
The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer's perception of the Product and Overall Purchasing Decision (Name) (University) (Course) (Tutor) (Date) Introduction Celebrity endorsement is a way of influencing consumers to buy products by attaching pictures, signatures or recommendations of celebrities for purpose of increasing sale…

Introduction

Resultant effect of endorsement is reflected on purchasing trends of consumers of that particular product. Sportswear could be clothing and also footwear which are worn for sports purposes and at times are used to indicate a kind of belongingness of the users. Consumers of sportswear use these products to send a message that they are supporters of a given celebrity or strong funs of Sports Company and feel comfortable and safe using them. One can wear them during physical exercises (Kahle & Homer, 1985, pp.954-961). Several concepts explain behaviours of consumers of products regarding why they purchase given products and what drives them into making those decisions. For every marketer therefore, it is important to understand these factors and use them to effectively market his or her products. Different aspects of brand endorsement are to be analysed before venturing into the process of brand marketing (Solomon, 2002, pp.56-62). These include; achievements of celebrity, the kind of brand, image he portrays to the public and compatibility of the brand and celebrity. Brand endorser should be able to fit with the brand in terms of his attributes (Walker, et al., 1992, pp.69-76). This paper is a literature review of how celebrity’s endorsement affects consumer perception on various products. ...
Download paper
Not exactly what you need?

Related papers

Marketing the fashion product
M&S has an estimated 21 million customers in their stores per week. (M&S, 2011). The lingerie market has grown steadily over the past decades with the United Kingdom experiencing consistent growth. M&S have grown consistently with new designs, innovative practices to record huge volume of sales in the last 5 years. “The total UK lingerie market was worth an estimated ?2.93bn in 2010, increasing…
Marketing Mix: Product and Branding Strategies
JcPenney houses its own power brands, exclusive brands, and national brands that it sells to its wide array of more than half of American households each year and is one of the best known and most widely dispersed retail department stores in the USA (JcPenney, 2011). While JcPenney offers a wide array of products, a brand that it offers to customers and is one of JcPenney power brands in its…
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…
Marketing Product Assessment--Maybelline
Soon the mascara was named Maybelline after the name “Maybel” given by her daughter to the lash mascara (L'Oreal). Two years later, the company produced the first of its kind mascara for everyday use which became an instant hit with the mass market. In 1996, the company’s headquarters moved to New York when it was acquired by L’Oreal (L'Oreal). Over the passage of time, the company hired…
Celebrity Endorsement
Indeed, trademark or brand name is a term that is used to define entities with unique credibility and attraction levels. They are used to drive marketing activities in various jurisdictions due to their influential nature. Companies prefer using strong brands names to endorse their product to improve sales units. The institutions use the trademarks due to the financial implications that arise from…
Product Marketing
2010 Pg. 615). It is therefore important for companies to have an idea of the market before releasing products. The first step in ensuring that a new product survives in the market is to design marketing strategies which will involve the right channels and segments that the product would have to adapt once it is officially released. This document looks at the market plan of Arimount Company on a…
Product Marketing
This is happening as additional customers demand for more products deemed to be environment-friendly, not only due to sustainable production methods but also due to the ease of disposal and consequent environmental conservation (Gordon, n. p.). Product Description “Green Diapers” provide users with a wide array of disposal options, that is, tossing, composting or flushing. Additionally, the…