SPORTS FANDOM AND CONSUMER BUYING BEHAVIOUR

SPORTS FANDOM AND CONSUMER BUYING BEHAVIOUR

The dissertation aims to find whether the features of sports celebrity endorsements such as- credibility, ensured attention, high degree of recall of the product or service, psychographic connect, associative benefit, motivate a fan specifically, in this case, in their purchase decisions. It is an attempt to understand whether fan clubs, fans and fan cultures are unreceptive to the propagation of celebrity endorsements of products and services through conventional and unconventional advertising. The research aims to identify whether fandom of any kind influences their buying decisions. The theory employed in this research is the Two Step Flow theory of communication, wherein sports stars act as opinion leaders in advertising influence.The research is an attempt to understand if the growing sports celebrity brand endorsements actually have an effect on the buyer to the extent of buying decisions. By the end of the research conducted with the help of questionnaires that were administered to the target audience, the researcher aims to arrive at the conclusion, whether sports fandom indeed affects consumer buying patterns.

ELIZABETH JOSE ANN

Media Studies