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Masters Degrees (Marketing)

Permanent URI for this collectionhttps://hdl.handle.net/10413/19589

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Browsing Masters Degrees (Marketing) by Subject "Celebrity endorsements."

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    The impact of celebrity endorsements on consumers’ perceptions of the Nike sports brand.
    (2019) Pillay, Delwyn Harlon.; Oodith, Pravina Devpersadh.
    Celebrity endorsements are constantly growing and increasing in popularity in marketing campaigns and especially in the marketing of sports brands. The aim of this research is to study celebrity endorsements and to determine the impact it has on consumers’ perceptions of the sports brands and the Nike brand in particular. The sample size consisted of 378 students from UKZN. They completed the questionnaire compromising of 9 sections. The sampling method that was used in this study was the simple random sampling method. A probability sampling technique was used to achieve a higher generalisation of results. Section A of the questionnaire was based on the biographical particulars of respondents. Section B to Section I of the questionnaire pertains to questions dealing with the sub-dimensions of this study. The Validity and Reliability of the questionnaire was assessed using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential statistics was employed to generate the results of the study. The literature study revealed that celebrity endorsements play an important role in the marketing of sports brands, even though the cost of using a celebrity as an endorser is high. It also highlighted the importance of choosing the correct endorser for the brand. If the endorser behaves in a negative manner, this behaviour impacts on the perceptions that consumers have of the brand. Therefore marketers need to select their endorsers correctly. Marketers need to be aware that if a celebrity endorsement does not go according to plan, they need to know how to respond appropriately in order to prevent this from harming the image and perceptions of the brand in the minds of the consumers.
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    South African young consumers’ brand attitudes and celebrity endorsement advertising: a case study at the university of KwaZulu-Natal.
    (2012) Ndlela, Thubelihle Namaswazi.; Phiri, Maxwell Agabu.
    This study investigated South African young consumers‟s brand attitudes towards celebrity endorsement advertising. The overall aim of the study was to investigate whether or not South African marketers can utilise celebrity endorsement to promote their products or brands to young consumers effectively. The perceptions and brand attitudes of young consumers are crucial to guide marketers in developing effective advertising campaigns. To the researcher‟s knowledge, no study has been conducted to address this question in South Africa. The study‟s objectives were fulfilled through the completion of self-administered questionnaires by 325 students between the ages of 18-24 conveniently selected from the University of KwaZulu-Natal. Data were analysed using the SPSS programme. Based on the results of the study obtained in line with the objectives, it is evident that celebrity endorsement advertising contributes to or influences consumer brand attitudes and purchase behaviour. However, the influence of celebrity advertising is not equal for different brand attitudes such as brand awareness, brand recognition, brand loyalty and purchasing behaviour. The findings also reveal that, 18-20 year olds are more influenced by celebrity endorsement to purchase and to be brand loyal than 21-24 year olds. This knowledge will guide and educate marketing managers with strategic recommendations to execute celebrity endorsement advertising campaigns that trigger purchase intention.