The effects of celebrity endorsement on consumer’s purchase intentions in the sportswear industry applied on (Nike)

Abstract

Purpose: The purpose of this paper is to investigate factors affecting the consumer’s purchase intentions, mentioning the relationship between celebrity endorsement variables affecting consumer purchase intentions. Conceptually, this research will contribute to the advertisements endorsed by celebrities targeting the message to marketers to best know the variables that affect consumer’s purchase intentions positively before introducing an advertisement. Empirically, the research studies Tv and social media endorsed advertisements. Methodology: Researchers successfully utilized a combination of primary and secondary data through the conduction of in-depth interviews with a convenient sample by using previous researcher’s literatures to measure the relationship between the variables assessing results of a questionnaire. Online questionnaires were collected from 210 persons who are aware of the advertisement using IBM’s statistical package for the social sciences (SPSS). Findings: Researchers' findings assured the positive relationship between the celebrity endorsement characteristics such as the physical attractiveness and celebrity credibility, the match-up of the celebrity endorsement and the product endorsed and its impact on the consumers purchase intentions. Implications: Finally, this research provides marketers and brands with practical implications about factors that should be taken into consideration when going for a product endorsement. Celebrity’s good physical attractiveness, celebrities’ high credibility or reputation, and match-up with a celebrity such as Cristiano Ronaldo were claimed to affect consumer’s purchase intentions applied on Nike Shoes. Also, the research investigates that these factors have an effect on consumer’s purchase intentions.