Using Celebrity Athlete Endorsers
Research Project
Aim
This research project seeks to determine as to why companies use athlete endorsers for better advancing their products, services and/or ideas.
Objectives
In seeking to consider why companies look to use athletes for the purpose of endorsing their products and services during the course of this research project, it is necessary to look to fulfil the following objectives -
To consider how Athlete Endorsers are Selected by companies
1. To evaluate the positives involved with using Celebrity Athlete Endorsers
2. To evaluate the negatives involved with using Celebrity Athlete Endorsers
Key Words- Celebrity, Endorsement, Consumer Behaviour, Celebrity Endorsement, Athlete Endorser.
Abstract
It is clear in …show more content…
This is because it has been found that, when selecting a celebrity endorser, it is of great concern to look at how many other brands the selected celebrity is already endorsing. The reason for this is because it has come to be understood that if a particular celebrity is endorsing many different brands then they could easily be overexposed. Therefore, it is arguable that such a state of affairs may then serve to harm their perceived credibility and 'likeability ' to the detriment of the product or service that is being promoted (see, for example, Tripp, et al., 1994, and Keller, …show more content…
That this has proved to be the case is marked by the fact that Saunders, et al. (2003) recognised that the research may be specific to a certain time period in the past as opposed to the current time.
Another shortcoming of secondary research is dependent upon where the information is taken from (Saunders, et al., 2003). For example, it is to be noted that the use of a newspaper or website could lead to questions of bias potentially arising in the style of writing that is used. This is because the aim of a newspaper (and similarly written websites) is for example a newspaper is not to give a general over view of the story but to emphasize certain parts in order to attract readers. So they must be carefully analyse
Aim
This research project seeks to determine as to why companies use athlete endorsers for better advancing their products, services and/or ideas.
Objectives
In seeking to consider why companies look to use athletes for the purpose of endorsing their products and services during the course of this research project, it is necessary to look to fulfil the following objectives -
To consider how Athlete Endorsers are Selected by companies
1. To evaluate the positives involved with using Celebrity Athlete Endorsers
2. To evaluate the negatives involved with using Celebrity Athlete Endorsers
Key Words- Celebrity, Endorsement, Consumer Behaviour, Celebrity Endorsement, Athlete Endorser.
Abstract
It is clear in …show more content…
This is because it has been found that, when selecting a celebrity endorser, it is of great concern to look at how many other brands the selected celebrity is already endorsing. The reason for this is because it has come to be understood that if a particular celebrity is endorsing many different brands then they could easily be overexposed. Therefore, it is arguable that such a state of affairs may then serve to harm their perceived credibility and 'likeability ' to the detriment of the product or service that is being promoted (see, for example, Tripp, et al., 1994, and Keller, …show more content…
That this has proved to be the case is marked by the fact that Saunders, et al. (2003) recognised that the research may be specific to a certain time period in the past as opposed to the current time.
Another shortcoming of secondary research is dependent upon where the information is taken from (Saunders, et al., 2003). For example, it is to be noted that the use of a newspaper or website could lead to questions of bias potentially arising in the style of writing that is used. This is because the aim of a newspaper (and similarly written websites) is for example a newspaper is not to give a general over view of the story but to emphasize certain parts in order to attract readers. So they must be carefully analyse