文章基本信息

标题：THE IMPACT OF CELEBRITY ATHLETE ENDORSEMENT ON PURCHASING HABITS
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作者：Sretenka Dugalić ; Snežana Lazarević
期刊名称：Facta Universitatis : Series Physical Education and Sport
印刷版ISSN：1451-740X
出版年度：2016
卷号：14
期号：3
页码：435-446
DOI：10.22190/FUPES1603435D
语种：English
出版社：University of Niš
摘要：Sports marketers have had to become much more entrepreneurial to create a competitive advantage for a sports organization and deliver relationship value to consumers. The aim of the paper is, therefore, to establish a link between athletes and potential customers, which offers the market (through the transfer of athletes) the image of the company that is acquired through access to a public promotional effect.The problem to be solved in this paper is to explain the relationship that exists between successful athletes and their fans. The quality of this relationship is determined by the tendency of respondents (N=314) to make a decision to purchase products of companies that hire famous athletes. It is important for sports because in this way the performance of athletes can be valorized on the global market. Based on the results of the study, the conclusion can be drawn that most participants are attracted by sports celebrity endorsement promotions (61.81%) that help them identify the brand (63.43% thus confirming the initial hypothesis). The respondents interested in tennis are mostly attracted to watching matches and following their favorite player’s conduct.
关键词：sports;tennis;celebrity athlete endorsement;identification by attitude;impact on purchasing decisions