Examining the Influence of Athlete Endorsements on the Value of a Brand

Alanchis Bounbalamy (2024) Examining the Influence of Athlete Endorsements on the Value of a Brand. Faculty of International Management and Business.

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Abstract

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.

Institution

Budapest Business University

Kar

Faculty of International Management and Business

Department

Nemzetközi Üzleti Szaknyelvek Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kommunikáció és médiatudomány

Item Type:	Thesis (UNSPECIFIED)
Uncontrolled Keywords:	athlete, Brand Association, brand awareness, brand equity, Brand Loyalty., Endorsements, Perceived quality
SWORD Depositor:	Archive User
Depositing User:	Archive User
Date Deposited:	2024. Sep. 26. 07:59
Last Modified:	2024. Sep. 26. 07:59

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