TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE IMPACT OF USING SPORTS CELEBRITIES AS ENDORSERS OF SPORTS BRANDS AND PRODUCTS ON CONSUMER PURCHASING DECISIONS | ||||||||||||
| Autor(es): |
NICOLAS JOCHMANN MARTINEZ |
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| Colaborador(es): |
ANDRE LACOMBE PENNA DA ROCHA - Orientador |
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| Catalogação: | 19/DEZ/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65600@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65600@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.65600 | ||||||||||||
| Resumo: | |||||||||||||
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This study seeks to identify the impact of sports celebrities as endorsers of sports brands and products on consumer purchasing decisions. These decisions involve both the consumer s attitude towards the advertisement and their intention to buy.Specifically, the aim is to investigate the extent to which the presence and promotion of these celebrities influence consumers purchasing choices for sports products. Shimp s TEARS model was used to define the positive or negative characteristics of endorsers. An experiment was set up in which 3 advertisements with the endorsement of 3 different characters were exposed to 3 different groups of respondents promoting sports materials. The results showed a partially superior effect on respondents who were subjected to the ad with the most appropriate endorser, according to the model: Cristiano Ronaldo. Lower results,in terms of approval of the piece and propensity to buy, were shown for the other endorsers, Edmundo and the anonymous character, both of whom were less suitable, according to the model.
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