Examining the Influence of Athlete Endorsements on the Value of a Brand
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | athlete Brand Association brand awareness brand equity Brand Loyalty. Endorsements Perceived quality |
| Online Access: | http://dolgozattar.uni-bge.hu/56614 |
| Kivonat: | Recent marketing trends have shown a surge in athlete endorsements, a relatively newphenomenon compared to celebrity endorsements. This study explores how endorsementsfrom athletes affect the value of brands, drawing from Aaker’s model. Brand equity isanalyzed through categories such as brand awareness, association, perceived quality, andloyalty. Using a quantitative, non-experimental research methodology, consumer perceptionsof these facets are investigated. An online survey with 81 participants revealed fourstatistically significant correlations between consumer perceptions and brand equity elements.Furthermore, the study identifies a predictive relationship between social media usage and thetendency to perceive products endorsed by athletes as more environmentally friendly andsustainable compared to other brands. |
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