Sports Celebrities Endorsements and Consumers' Purchase Intentions - Dissertation Example

Sports occupy a larger portion of the importance of a human being’s life and its social existence. With the increasingly global reach of the individuals and with the rising degree of influence of a different nation over the others, a number of types of sports get included in the vast kinds of sports. Also, with the ever-increasing consciousness of the individuals regarding their health and ways to secure good health rising number of people are resorting to adopting the ‘sporting habit’. Sport has become one of the most interesting activities of recent times and in a similar way, the sportspersons have become increasingly popular with the public. The extent of popularity and influence of the sportspersons have given them the stature of stars and celebrities. Cashmore (2002) explains the concept of celebrities as someone who has a very prominent public profile that has a certain degree of public fascination and even which influences the day-to-day media. A celebrity is someone who enjoys huge public attention and who has a greater influence on public lives. The popularity among the public makes them a great medium through which communication with perfect agenda could be delivered. Thus they become great mediums for advertising the products and services because it adds credibility to them. This research paper makes a detailed study about the impact of sports celebrities’ endorsements on consumer purchasing behavior.

1.2: Research Aim

 This particular research paper was decided upon with the aim of studying the impact of sports celebrities’ endorsements on the purchasing intentions of consumers in Singapore. Such an aim was specifically chosen because of the increasing popularity of the sportsperson and even due to the increasing popularity of a wide number of sports. The fact that the sportsperson has a larger appeal to the public makes it all the more important to assume that their endorsements will also be purchased by the public.

1.3: Research Objectives

The following are the set of objectives decided for this paper:

• To discover how motivated Singaporean consumers are buying products that are celebrity-endorsed compared to products that are advertised using other advertising tools
• To examine which gender is more influenced by celebrity-endorsed products
• To examine whether the impact on purchase intention of celebrity-endorsed products varies across age groups
• To examine the likelihood of Singaporean consumers boycotting a celebrity-endorsed product because of socially unacceptable behaviors engaged by the celebrity.

1.4: Research Questions

The research questions are as follow:

1. What is the impact of sports celebrities’ endorsements on the buying behavior of consumers in Singapore?
2. What is the impact of sports celebrities' endorsements compared to other advertisements methods?

1.5: Summary

The very first chapter of this research paper introduces the topic, marks its relevance in the present market scenario, and highlights its importance. The aims and objectives of this research paper are being clearly mentioned in the very first chapter. The next chapter presents an analysis of the relevant literature that will further help in achieving the proposed research objectives in a critical manner.