Star power: Analysis of the impact of celebrity endorsements on the purchase intentions of sports consumers

Title

Star power: Analysis of the impact of celebrity endorsements on the purchase intentions of sports consumers

Creator

Talib, Batul; Nagariya, Ramji

Description

The aim of this research is to identify athlete's endorsements in context of social media and its effect on the purchasing behavior of people liking sports and playing some sort of sports and also their liking towards particular sportspersons playing their favorite sports. Further ten dimensions were dug onto: consumer trust, brand social value, brand image, social influence, emotional attachment, credibility, sports celebrity worship, word of mouth, brand engagement and brand recall. The study will also elaborate on sport celebrities' social media following and their images in people's minds. How well celebrities' are able to market their lifestyles also plays a key role in influencing consumer's perception about them and their endorsed branded products. 2025, IGI Global Scientific Publishing.

Source

Brand Creation and Management in the Phygital Era;pp.477-498

Date

01-01-2025

Publisher

IGI Global

Coverage

Talib B., Christ University, India; Nagariya R., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833730950-7; 979-833730948-4;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-0948-4.ch018

https://www.scopus.com/pages/publications/105009959042?origin=resultslist