Impact of Sports Celebrity Endorsements on the Purchase Intentions of Pakistani Youth

Abstract

To anybody interested in sports and marketing, the concept of celebrity endorsment is not a new one. In recent decades, sport marketing has emerged as an independent area where companies separate themselves from their competitors by developing
associations with the sporting heroes. In this study, the dynamics, as have emerged in the recent past, will be analyzed and implications for both sports and marketing evaluated. This study is an exploratory study and for this study data from 127 university students was collected. Data was collected with the help of surveys and was further analyzed with the help of a) descriptive statistics b) Confirmatory factor analysis c) Regression Analysis. The study focuses on the university students and limited geographical region of Pakistan for the purpose of data collection. The research concludes that celebrity endorsements could have an impact on the attitude towards the brand but it does not necessarily create motivations to purchase. This study provides deep insights for the marketers in terms of celebrity endorsements for their brands. The research will be a valuable addition in proliferation of knowledge on the subject area.