Beyond Endorsement: Exploring the Subconscious Influence of Sports Athletes on Consumer Buying Behaviour

Anubhab Kuila , Gayathri Arun , Franklin Benny Sarath D , Shaik Gousul Azam , Dr. Sundari R

Beyond Endorsement: Exploring the Subconscious Influence of Sports Athletes on Consumer Buying Behaviour

The research paper will be based on the effects of sports athlete endorsement on consumer buying behaviour. Sportsmen turn into the object of trust and desire, and this appearance in the advertisement can lead to the subconscious response to advertisements: attention, emotional attractiveness, memory, and implicit preference. Constructs were measured quantitatively in the study and credibility, fandom, brand attitude, purchase intention were measured with a cross-sectional survey based on quantitative survey (250-400 respondents). Regression, ANOVA and t-tests are some of the statistical tests that were employed. According to the descriptive results, an advertisement that is led by an athlete creates a high recall, emotional appeal, and automatic appeal. However, the regression outcomes revealed that athlete endorsements are not important predictors of subconscious buying behaviour variables and are not important predictors of purchase intent through mediator variables of credibility and fandom. Another massive gender difference was observed in terms of emotional versus cognitive response to the endorsement of an athlete. Overall, the paper concludes by finding that though there are successful attracting attention and emotion of consumers at the subconscious level, these attributes do not bring immediate impact to purchase intention without congruency, relevance and stronger brand-alignment.

Published Paper   E-Certificate

"Beyond Endorsement: Exploring the Subconscious Influence of Sports Athletes on Consumer Buying Behaviour", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.11, Issue 1, page no.a749-a761, January-2026, Available :https://ijsdr.org/papers/IJSDR2601081.pdf

Volume 11 Issue 1, January-2026

Pages : a749-a761

Paper Reg. ID: IJSDR_306850

Published Paper Id: IJSDR2601081

Downloads: 000257

Research Area: Science and Technology

Country: -, -, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2601081

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2601081

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

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