A study about athletes’ endorsements and their influence on amateur athletes / Julien CORRAÏNI / 2023

Titre : A study about athletes’ endorsements and their influence on amateur athletes Type de document : Mémoire Auteurs : Julien CORRAÏNI, Auteur Année de publication : 2023 Importance : 43p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; SPORT ; COMPORTEMENT DU CONSOMMATEUR Résumé : Athlete endorsement has become a rising and efficient means to promote a sports brand or a sports product. It can boost brand awareness, sales, and brand loyalty among amateur athletes. As a result, athlete endorsement has taken on a new dimension nowadays: athlete endorsement can be about sponsoring, but also and above all about advertising. Sports brands now use their endorsed athletes as real actors and muses to promote their products. Nevertheless, athlete endorsement is now a complex topic for sports brands: some athletes have more influence, appeal, and credibility than others, depending on various factors. In other words, the challenge for sports brands is to choose the relevant endorsed athlete, for the relevant sport, promoting the relevant sports product. Therefore, this paper explores the key factors that influence the value and impact of athlete endorsement in terms of purchase intentions, especially in advertising campaigns. To complete this research successfully, a qualitative study was carried out among ten amateur athletes.The findings of the study revealed that, generally-speaking, amateur athletes tend to like the noticeable influence that professional athletes have on their own sport compared to their price list. Amateur athletes also love to be able to identify physically and sociologically with professional athletes. This paper also showed that the impact of athlete endorsement on purchase intentions varies according to the practice level of amateur athletes: Sunday sportspersons are much more receptive to athlete endorsement, whereas regular sportspersons are more open to performance and word-of-mouth factors. Besides, when it comes especially to athlete-endorsement advertising, results unveiled that single-athlete endorsement advertisements are more efficient for individual sports, whereas multiple-athlete endorsement ones fit more for team sports. To finish, the endorsed athlete has to speak, play, and engage in the advertisements, in order to increase amateur athletes’ commitment and purchase intentions, to the extent that it conveys more emotions. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581957