Celebrity Endorsement on Consumer Behaviour: an Adidas Case Study
TABLE OF CONTENTS
TABLE OF CONTENTS 1
1.0 WORKING TITLE 2
2.0 BACKGROUND & JUSTIFICATION 2
3.0 LITERATURE REVIEW 2
4.0 RESEARCH QUESTION 4
5.0 RESEARCH OBJECTIVES 4
5.1 METHODOLOGY: RESEARCH APPROACH 4
5.2 METHODOLOGY: RESEARCH STRATEGY 4
5.3 DATA COLLECTION 5
5.3A QUESTIONNAIRES 5
5.3B SEMI-STRUCTURED INTERVIEWS 6
5.4 SAMPLE SIZE 6
6.0 ACCESS & ETHICS 7
7.0 TIMESCALE 8
8.0 RESOURCES 8
9.0 APPENDIX 8
10.0 BIBLIOGRAPHY 9
1.0 WORKING TITLE
Celebrity Endorsement, its impact on Consumer Behavior: An Adidas Case Study
2.0 BACKGROUND & JUSTIFICATION
Research into the world of celebrity advertising sprang from the modern day phenomena of celebrity culture and the total incomprehension of its extent until I became a victim to celebrity endorsement without realisation of the occurrence. My purchase of a certain cosmetic item that’s allegedly worn by a Kim Kardashian triggered the idea of research into the world of celebrity advertising and its impacts upon consumer attitudes and spending.
Within a congested media environment where advertisers are faced by an increasing challenge of attracting consumer attention, celebrities seem to be the medium that possess have the ability to breakthrough this media clutter and hold viewers’ attention. (Dix, Phau, Pougnet, 2010). Hsu and McDonald (2002) also state that 70 per cent of Japanese commercials are celebrity endorsed, in addition, celebrity advertising increased from 15 to 25 per cent of total advertising in the United States between 1979 and 1997 alone. (Hsu and McDonald, 2002).
Adidas defines itself as the performance brand and the multi-sport specialists (Adidas, 2011) However, according to Pringle 2004, the brands celebrity marketing history began as early as 1986, when they saw the major hip-hop stars Run DMC performing their song “My Adidas” on stage, in front of fans who immediately responded by holding up their own Adidas Shoes. The brand reacted immediately and signed the artists to a
TABLE OF CONTENTS 1
1.0 WORKING TITLE 2
2.0 BACKGROUND & JUSTIFICATION 2
3.0 LITERATURE REVIEW 2
4.0 RESEARCH QUESTION 4
5.0 RESEARCH OBJECTIVES 4
5.1 METHODOLOGY: RESEARCH APPROACH 4
5.2 METHODOLOGY: RESEARCH STRATEGY 4
5.3 DATA COLLECTION 5
5.3A QUESTIONNAIRES 5
5.3B SEMI-STRUCTURED INTERVIEWS 6
5.4 SAMPLE SIZE 6
6.0 ACCESS & ETHICS 7
7.0 TIMESCALE 8
8.0 RESOURCES 8
9.0 APPENDIX 8
10.0 BIBLIOGRAPHY 9
1.0 WORKING TITLE
Celebrity Endorsement, its impact on Consumer Behavior: An Adidas Case Study
2.0 BACKGROUND & JUSTIFICATION
Research into the world of celebrity advertising sprang from the modern day phenomena of celebrity culture and the total incomprehension of its extent until I became a victim to celebrity endorsement without realisation of the occurrence. My purchase of a certain cosmetic item that’s allegedly worn by a Kim Kardashian triggered the idea of research into the world of celebrity advertising and its impacts upon consumer attitudes and spending.
Within a congested media environment where advertisers are faced by an increasing challenge of attracting consumer attention, celebrities seem to be the medium that possess have the ability to breakthrough this media clutter and hold viewers’ attention. (Dix, Phau, Pougnet, 2010). Hsu and McDonald (2002) also state that 70 per cent of Japanese commercials are celebrity endorsed, in addition, celebrity advertising increased from 15 to 25 per cent of total advertising in the United States between 1979 and 1997 alone. (Hsu and McDonald, 2002).
Adidas defines itself as the performance brand and the multi-sport specialists (Adidas, 2011) However, according to Pringle 2004, the brands celebrity marketing history began as early as 1986, when they saw the major hip-hop stars Run DMC performing their song “My Adidas” on stage, in front of fans who immediately responded by holding up their own Adidas Shoes. The brand reacted immediately and signed the artists to a
Bibliography: • Adidas. (2011). adiddas is all in - Launching the biggest marketing campaign in the brand’s history. Available: http://www.adidas-group.com/en/pressroom/archive/2011/14March2011.aspx. Last accessed 28th March 2011. • Adidas. (2011).Adidas Strategy. Available: http://www.adidas-group.com/en/investorrelations/strategy/adidas/default.aspx. Last accessed 28th March 2011. • Ahn, S. Kim, H. Forney, J.. (2009). Fashion collaboration or collision? Examining the match-up effect in co-marketing alliances. Journal of Fashion Marketing and Management. 14 (1), 6-17. • Arnould, E. Price, L. Zinkhan, G. (2002). Consumers. New York: McGraw-Hill . 5-673 • Byrne, A. Whitehead, M.. (2003). the naked truth of celebrity endorsement. British Food Journal. 105 (4/5), 288-294. • Charbonneau, J. Garland, R.. (2010). Product Effects on Endorser Image. Asia pacific journal of marketing and logistics. 22 (1), 101-108. • Dix, S. Phau, I. Pougnet, S.. (2010). "Bend it like beckham": the influence of sports celebrities on young adult customers. Young Consumers: insight and ideas for responsible marketers. 11 (1), 37 • Pringle, H. (2004). Celebrity Sells. West Sussex: John Wiley & Sons Ltd. 118. • Temperley, J. Tangen, D.. (2006). consumer self-concept, identity and involvement. The Pinocchio factor in consumer attitudes towards celebrity endorsement: an examination of a recent reebok campaign. 2 (2), 100 • Saunders, M. Lewis, P. Thornhill, A. (2007). Research Methods for Business Students. 4th ed. Essex: Pearson Education. 2-397.