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Hi, I am currently undertaking my honours dissertation on the use of celebrity endorsement within the sportswear industry and would be very grateful if you can take the time to answer as many of the following questions as possible as this will aid my research greatly, by obtaining opinions and views of others. It would also be beneficial if you could state any examples of celebrities or endorsements you feel help you answer any of the questions. The questions are just a basis for discussion and any opinions are welcome, thanks for your help. If anyone wants to leave their age, or age range that would also benefit when collating the results.
1. Does your opinion of celebrity endorsement change in response to the products they endorse? 2. Do you think the use of celebrity endorsement changes public perception of the product? 3. Do you think celebrities can transfer their own personalities and attitudes to the brands they endorse? Are particular celebrities better able to do this than others? 4. Do you think this can have a negative effect upon the product they are endorsing? 5. Are sports stars endorsing sportswear products better able to influence consumers as they are “experts” in the products they are endorsing? 6. Do sports stars affect your attitude towards a particular brand? Have they in the past (e.g. when you were a teenager) 7. Would the use of sports stars in a particular brands advertising lead you towards that brand? 8. Would a particular celebrity persuade/discourage you to buy a product they are endorsing? 9. Do you consider the advertising used before purchasing a sportswear product? 10. What is your reasoning behind buying a specific product over similar products in another brand? (E.g. price, quality, brand loyalty) thank you. |
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personally i wouldnt normally say stuff like this would affect people, but thinking about it i'd be wrong to suggest that.
in particular as a football fan i'd have to say celebrity endorsements do go a long way as does a recognisable brand. if your favourite player was banging in a load of goals and your saw the same boots they wear in the shop of course you'd consider buying them. though if they were some cheap brand you'd never really heard of you'd definitely think twice. obviously if said player wasnt performing you'd reconsider, but then again a company is less likely to use a struggling player to promote their wares. however any non-sport endorsements might not have the same effect. people arent just going to buy a product because their sporting hero endorses it. I support liverpool, but theres no way im going to drink carlsberg because of it |
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cheers. i think some people will buy particular products purely because their sporting heroes endorse it, perhaps when we are younger we look more to what celebrities and friends have got and aspire to be like them. but as we get older i think the price and quality of the product becomes the more important issues when deciding what to buy. cheers for ur reply.
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