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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | THE IMPACT OF ATHLETE CELEBRITY ENDORSEMENTS ON BRAND ATTITUDE AND PURCHASE INTENTION |
| Authors Name: | Atharva D. Jahagirdar , Heena Morankar , Sanskruti S. Tijare , Dilpreet Kaur |
| Unique Id: | IJSDR2304411 |
| Published In: | Volume 8 Issue 4, April-2023 |
| Abstract: | ABSTRACT Purpose: This study will examine how celebrity endorsements affect advertising consumer behaviour. This study seeks to identify the attributes marketers should prioritise when choosing a celebrity to promote their product or brand and how a celebrity's personality affects customer impact. The research analyses the topic using surveys, questionnaires, journals, and social media analysis. Findings: The research findings indicate that celebrity endorsements have a discernible effect on buyers' attitudes and purchasing intentions. Fans are drawn to celebrity athlete personalities, which directs their attention away from their physical appearance and onto the marketed brand. The study suggests that businesses need to do a thorough assessment of the athlete's whole personality before signing a contract. Conclusion: The study's ultimate finding emphasizes the necessity for further investigation into how the personality of sports celebrities relates to the credibility of the brands they endorse. The limitations of this study include the use of a small sample size and the focus on a specific group of consumers. Overall, this research provides insights and recommendations for marketers on how to effectively leverage celebrity endorsements to influence consumer behaviour and improve business growth. Gaps: One gap in this paper could be the lack of analysis on the negative effects of celebrity endorsements on brand credibility and the potential risks involved in associating a brand with a celebrity who may have a controversial image. Keywords: Celebrity Endorsements, Consumer Behaviour, Advertising, Brand Attitude, Purchase Intention, Sports Celebrity Personality, Brand Credibility. |
| Keywords: | Keywords: Celebrity Endorsements, Consumer Behaviour, Advertising, Brand Attitude, Purchase Intention, Sports Celebrity Personality, Brand Credibility. |
| Cite Article: | "THE IMPACT OF ATHLETE CELEBRITY ENDORSEMENTS ON BRAND ATTITUDE AND PURCHASE INTENTION", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.8, Issue 4, page no.2660 - 2662, April-2023, Available :http://www.ijsdr.org/papers/IJSDR2304411.pdf |
| Downloads: | 000337212 |
| Publication Details: | Published Paper ID: IJSDR2304411 Registration ID:205736 Published In: Volume 8 Issue 4, April-2023 DOI (Digital Object Identifier): Page No: 2660 - 2662 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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