Impact of Sports Celebrities Endorsements on Consumer Behaviour of Low and High Involvement Consumer Products

Abstract

A Practices of using celebrities as spokesperson for commercialized products are continuously favored towards the effort of marketing and positioning. The popularity of sports celebrity advertising is founded upon advertiser’s belief on message credibility by well-known personalities to achieve greater attention, recall and behavioral intention among consumers. The present study assesses the Consumer level of interest on sports and attitude towards sports celebrity advertisement and perceived risk on the underlying purchase intention of Tirunelveli consumers towards the low and high involvement consumer goods, by exploring the mediating roles of attitude toward advertisement and perceived risk between interest level on sports and purchase intention. The influence of endorser’s characteristics and cultures on consumer’s behavioral intention is explained through the applications of the Theory of Identification (Kelman, 1961, 2006) and the Meaning Transfer Model (McCracken, 1989) in this study. Descriptive findings collected from 450 potential consumers have suggested attitude toward advertisement and perceived risk into transactional purchase intention. From the study, researcher has found that attitude towards advertisement of low and high involvement products are nearly same but consumer behavior of purchase intention is differ from low and high involvement consumer goods.

Keywords: Sports Celebrity, Awareness and Interest Level, Attitude Towards Advertisement and Purchase Intention

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