The Impact of Celebrity Endorsement on Brand Performance: A Case Study on Adidas

RESEARCH PROPOSAL
(The impact of celebrity's endorsement
on brand performance in Adidas)

Table of Contents
INTRODUCTION......................................................................................................................3
BACKGROUND OF THE TOPIC........................................................................................3
Research aim and objectives..................................................................................................3
Research questions.................................................................................................................3
Research rational:...................................................................................................................4
LITERATURE REVIEW...........................................................................................................4
Concept of celebrity endorsement and brand awareness........................................................4
Impact celebrity's endorsement on brand performance in context of Adidas........................4
Key challenges faced by Adidas for endorsing celebrity to improve their brand
performance worldwide..........................................................................................................5
RESEARCH METHODOLOGY...............................................................................................5
REFERENCES...........................................................................................................................7

INTRODUCTION
Background of the topic
In recent time prompting the goods and services with the help of celebrity is gaining
more importance and is becoming one of the effective marketing strategies for brand
awareness. Endorsement is an advertising media which communicate a brand while using the
face of celebrity. Celebrity endorsement is a promotional technique that is used by the
organisation were they famous personality which has so many fame advertise the company’s
goods and services or to any campaign for brand awareness. Having any fame person
adverting product is one of the strongest tools in the whole marketing strategy. In this report
so know the impact of celebrity endorsement on brand awareness the researcher has selected
the company Adidas. Adidas is German multinational brand that was founded in 1924.
Headquarter of the company is in Herzogenaurach, German. The founder of company is
Adolf Dassler. The company manufactures variety of products like shoes, clothing and
accessories. The firm is an good example of celebrity endorsement for brand awareness as
company uses so many faces to promote their brand worldwide (Osei-Frimpong, Donkor and
Owusu-Frimpong, 2019).
Research aim and objectives
Aim: “To analyse the impact of celebrity's endorsement on brand performance: A case study
on Adidas.”
Objectives:
 To understand the concept of celebrity endorsement and brand Performance.
 To identify the impact celebrity's endorsement on brand performance in context of
Adidas.
 To discern the challenges face by Adidas for endorsing celebrity to improve their
brand performance worldwide.
Research questions
1. Explain the concept of celebrity endorsement and brand awareness?
2. Discuss the impact celebrity's endorsement on brand performance in context of
Adidas?