Dissertation Celebrity Endorsement | Study

Running head: RESEARCH PAPER 0
DISSERTATION
FEBRUARY 17, 2020
STUDENT DETAILS:

RESEARCH PAPER 1
Contents
Chapter 1: Introduction....................................................................................................................2
Research aims..............................................................................................................................3
Research objectives......................................................................................................................3
Research questions.......................................................................................................................4
Questioners...................................................................................................................................4
Survey through Questioners –......................................................................................................4
Interview Questioners..................................................................................................................6
References........................................................................................................................................8

RESEARCH PAPER 2
Chapter 1: Introduction
The endorsement is considered as the category of communication where one individual speaks in
a favour of products as well as brands. The celebrity endorsement is an extension of the
endorsement in which a celebrity, either film stars (social workers or sportsmen) perform like
brand ambassadors. The celebrity endorsement is like power booster for the sporting products
and brands. It is a best promotional method to render recommendations for the user. The fans are
considered as critical influencers of the success of products in sport marketing. There are various
benefits of celebrity endorsement such as develop connection between products and skills of
celebrities, as well as build brand equity. It also helps a company to get more profits by
increasing sale. It is essential to consider various factors that affect celebrity endorsement
(Keshkar, et. al, 2018).
Before selecting the celebrity, the company should ensure the looks of celebrities. The celebrity
should be good-looking in term of appearance, intellectual abilities, existence, as well as athletic
abilities (Ardern, et. al, 2019). The smartness and attractiveness of celebrities increase the
chances of success of promotional campaign. They should be chosen as per the nature of brand.
Secondly, it is also significant to consider the credibility of celebrities. The personal credibility is
significant thing to be taken into consideration in this word of mouth. It can see that high
credible celebrities get more attention from the people. The companies are also required to put
focus on the collaboration between brand and celebrity. In absence of the collaboration, the
people cannot be impressed with brand. The collaboration can be measured in term of
recognition, post, background, lifestyle, as well as personality (Van Everdingen, Hariharan and
Stremersch, 2019). It is very essential to make consistency between brand as well as endorser.

RESEARCH PAPER 3
There is deeper impact of the long-term commitments between brands along with endorser. The
marketers should know that celebrity endorsement is not everything. This should be treated like
communication. In addition, the celebrity endorsement can be operational for the reason that the
consumer believes in the celebrity figure. The celebrities accordingly support the brand that the
endorsers market. By linking the products with celebrity’s skills, the consumer can purchase
without any fear. The main benefit of celebrity endorsement is that it increases the consumer’s
remembrance of ad. There will be bright future of the celebrity endorsement in sporting brand
because of these benefits of celebrity endorsement. This research paper discusses the impact of
celebrity endorsement on the performance of the sports brand such as Nike, puma and Adidas in
United Kingdom. In the following parts, research aim, research questions as well as literature
review is discussed. The following parts also discuss research methodology, result, discussion, as
well as conclusion.
Research aims
This study is aimed at evaluation of benefits of celebrity endorsement on the performance of
sports brands namely Nike, Puma, as well as Adidas in United Kingdom. The researcher will
develop the understating about the history and future of celebrity endorsement. The reader will
able to know about the advantages as well as disadvantages of celebrity endorsement.
Research objectives
The research objectives are following –
1. To discover meaning of celebrity endorsement in sporting brand
2. To explore pros and cons of celebrity endorsement
3. To discover future of celebrity endorsement in sporting brand
4. To explore the history of celebrity endorsement

RESEARCH PAPER 4
5. To know about impact of celebrity endorsement on performance of Nike, Puma and
Adidas
Research questions
This research study is aimed at the impact of celebrity endorsement on the performance of
sporting brands such as Nike, Adidas, and Puma. The research questions are discussed as below
–
1. What is celebrity endorsement in sporting brand?
2. What are Pros and Cons of celebrity endorsement?
3. What is history of celebrity endorsement?
4. What is the future of celebrity endorsement in sporting brands?
5. How does the celebrity endorsement affect performance of Nike, puma and Adidas?
Questioners
Survey through Questioners –
The researcher conducted survey on 100 employees of Nike, Adidas, and Puma. Following are
the survey questioners -
1. To which gender identity do you identify?
 Male [ ]
 Female [ ]
2. How many years of Experience do you have?
 0 to 1 years [ ]
 2 to 5 years [ ]
 6 to 9 years [ ]

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 10 years and more than 10 years [ ]
3. Please give your belief on the benefits of celebrity endorement in sport -
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
 Neutral
4. Do you agree that celebrity endorsement is effective to attract customers?
 Agree [ ]
 Strongly Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
5. What are the factors that affect consumers to shop?
 Cultural factors [ ]
 Economic condition [ ]
 Social factor [ ]
 Personal motivation [ ]
6. In your opinion, what are the alternatives of celebrity endorsement?
 Build knowledge base [ ]
 Create memorable moments [ ]
 Commission the invention [ ]
 Support to fans [ ]

RESEARCH PAPER 6
7. Why do you use celebrity endorsement?
 Increase consumer interest [ ]
 Increase faith of customer [ ]
 Create entertainment [ ]
 Develop positive feelings [ ]
8. Is there great future of celebrity endorsement in sporting brand?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
Interview Questioners
The researcher conducted interview with 15 managers of Nike, Puma and Adidas. Following are
the research questioners -
1. Do you think that celebrity endorsement is effective to promote brand?
2. How celebrity endorsement influences the sport brand?
3. Which factors affect the consumer behaviour?
4. What are the alternatives of celebrity endorsement strategy?
5. Do you think that celebrity endorsement is helpful in developing business?

RESEARCH PAPER 7
References
Albert, N., Ambroise, L. and Valette-Florence, P. (2017) Consumer, brand, celebrity: Which
congruency produces effective celebrity endorsements?. Journal of Business Research, 81,
pp.96-106.
Ardern, C.L., Dupont, G., Impellizzeri, F.M., O’Driscoll, G., Reurink, G., Lewin, C. and McCall,
A. (2019) Unravelling confusion in sports medicine and sports science practice: a systematic
approach to using the best of research and practice-based evidence to make a quality
decision. British journal of sports medicine, 53(1), pp.50-56.
Chung, S. and Cho, H., (2017) Fostering parasocial relationships with celebrities on social
media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), pp.481-495.
Keshkar, S., Lawrence, I., Dodds, M., Morris, E., Mahoney, T., Heisey, K., Addesa, F.A.,
Hedlund, D., Dickson, G., Ghasemi, H. and Faruq, A. (2018) The role of culture in sports
sponsorship: An update. Annals of Applied Sport Science, 7(1).
Mikuláš, P. and Světlík, J. (2016) EXECUTION OF ADVERTISING AND CELEBRITY
ENDORSEMENT. Communication Today, 7(1).
Pradhan, D., Duraipandian, I. and Sethi, D., (2016) Celebrity endorsement: How celebrity–
brand–user personality congruence affects brand attitude and purchase intention. Journal of
Marketing Communications, 22(5), pp.456-473.

RESEARCH PAPER 8
Van Everdingen, Y., Hariharan, V.G. and Stremersch, S. (2019) Gear Manufacturers as
Contestants in Sports Competitions: Breeding and Branding Returns. Journal of
Marketing, 83(3), pp.126-144.
Vredenburg, J. and Giroux, M. (2018) Women in sports: double standards a double fault. The
Conversation, 25(8)