Celebrity Endorsement and its Impact on Adidas Brand Performance

This report investigates the impact of celebrity endorsements on Adidas' brand performance. It explores the concept of celebrity endorsement and brand awareness, examining how celebrity endorsements affect Adidas' performance, including building credibility and opening new markets. The report also identifies key challenges faced by Adidas, such as the high cost of endorsements and the need to select celebrities with a positive image. The research methodology employs a quantitative approach, utilizing a survey strategy with primary data collected through questionnaires from 30 Adidas customers, analyzed using frequency distribution. The study uses a deductive approach and positivism philosophy to test existing theories. This comprehensive analysis provides insights into the effectiveness and challenges of celebrity endorsements in enhancing brand performance within the context of a global brand like 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?

3. Identify the key challenges faced by Adidas for endorsing celebrity to improve their
brand performance worldwide?
Research rational:
The main purpose to conduct this research is to full fill two objectives that is personal
and professional. In respect to personal it will help in gaining in depth knowledge of the topic
so that skills can be developed and on the other hand on professional term it will help to in
finding the jobs that is available so that professional career can be developed (Derdenger, Li
and Srinivasan, 2018).
LITERATURE REVIEW
Concept of celebrity endorsement and brand awareness
As per the view of Roy (2018), celebrity endorsement is the marketing strategy that is
used by companies to promote their goods and service with the help of recognised face so
that more customer can get attracted toward the brand. On the other hand brand performance
is an measuring technique which is used by the organisation to evaluate their performance
against the aim or objectives set by them.. Now day brands tied up with the well known
personality so that they can stand out first in terms of brand. This is come out to be good
marketing approach in this dynamic world where buyers are influenced by the famous
persons and recognise the name of the company by it and also help them to improve their
performance.
Impact celebrity's endorsement on brand performance in context of Adidas.
According to the Kim, Choe and Petrick (2018), celebrity endorsement has a great impact
on improving the performance of the brand. The foremost benefit is that it helps in building
the credibility. As people who are attached to some famous personality will generally have
the perception that what their celebs say is true. So they trust what they say and build the trust
and loyalty among the companies. The second advantage that can be get to Adidas is it helps
the brand is it opens new market for the firm. Choosing the right personality can help in
opening new market and also improves the firm performance.

Key challenges faced by Adidas for endorsing celebrity to improve their brand performance
worldwide
In the view of Wood, Robinson and Poor (2018), the problem that Adidas faces when
they use to improve their brand performance worldwide are endorsement is expensive as
celebrity hires a lot of money to promote the brands product and services. They typically
requires chunk of money to endorse the right celebs for the right country so that they can
attract the customer from various nation. The second problem they face is that they need to
pick those celebrity which can attract the customer with their charm and has a good image in
the market because the work that is done by the famous person is so high that there images
change frequently by media.
RESEARCH METHODOLOGY
This is that part of the research section which is used to identify, analyse and interpreted
the data that is collected for the topic selected. As per the requirement of the current
investigation the methodology that is chosen by researcher will be quantitative because the
information that he want to measure is in the form of numeric. There are so many research
philosophy such as positivism, Interpretivism and realism by for this topic the philosophy that
is best suitable will be positivism because it will help in gathering data in numbers (Snyder,
2019).
Research approach is the set of belief which tells about the way the correct data can be
evaluated. In this investigation examiner will use deductive approach because they want to
test the existing theories with the help of information collected in quantitative manner. The
next part of the research methodology is research strategy so as per the requirement the
strategy that will be helpful in current topic will be survey because it can collect data from
wider section. The time horizon to obtained the information will be cross sectional because
information need to be gathered in single time (Novikov and Novikov, 2019).
Data collection method that will be used to gathered the information will be primary
because scholar wants fresh data that is not used earlier by any other researcher. So to obtain
the data questionnaire instrument will be used. Data analysis technique that is also chosen for
this research will be frequency distribution because information will be in numbers (Kumar,
2018).

Sampling methods that gone be work in this research will be probability sampling and in
that random sampling will be used to select the participant in equal and fair manner. The
sample size will be 30 customers of Adidas.

REFERENCES
Derdenger, T.P., Li, H. and Srinivasan, K., 2018. Firms' strategic leverage of unplanned
exposure and planned advertising: An analysis in the context of celebrity
endorsements. Journal of Marketing Research. 55(1). pp.14-34.
Kim, S.S., Choe, J.Y.J. and Petrick, J.F., 2018. The effect of celebrity on brand awareness,
perceived quality, brand image, brand loyalty, and destination attachment to a
literary festival. Journal of Destination Marketing & Management. 9. pp.320-329.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Novikov, A.M. and Novikov, D.A., 2019. Research methodology: From philosophy of
science to research design. CRC Press.
Osei-Frimpong, K., Donkor, G. and Owusu-Frimpong, N., 2019. The impact of celebrity
endorsement on consumer purchase intention: An emerging market
perspective. Journal of marketing theory and practice. 27(1). pp.103-121.
Roy, S., 2018. Meaning transfer in celebrity endorsements: an explanation using
metaphors. Journal of Marketing Communications. 24(8). pp.843-862.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research. 104. pp.333-339.
Wood, S., Robinson, S. and Poor, M., 2018. The efficacy of green package cues for
mainstream versus niche brands: How mainstream green brands can suffer at the
shelf. Journal of Advertising Research. 58(2). pp.165-176.