Chapter 2

The Effect of Athlete Endorsers on Consumer Purchase Decision of Teenagers for Non–Sporty Products

Chua-Lao, Peterlao F.
Cristobal, Michelle Ann
Manlangit, Stephen John
3AMC
Chapter 2
Introduction
Nowadays, the utilization of celebrity-athletes on endorsements are very much common. Everyone is aware of the fact that numerous athletes are being contacted by various companies to co-present their products; whether it may be a sports or a non-sports brand product or services. But what we do not know is the concept of how much of an impact the celebrity-athlete impact gives to the audience. It is explained in this part the difference between an athlete’s endorsement on sports brand and an athlete’s endorsement on non-sports brand. It is also stated in this chapter the effects of the two, of what is being perceived by consumers and how they are going to respond based on attitude.

Athlete endorsement
One of the most common approaches to increase sales is the use of athlete endorsers as to continuously remind them of the product (Ruihley, 2010). According to a study, for an endorsement to be effective, the chosen athlete endorser must be amid the leading performers of his or her career and must seem to have a reliable attitude to the purchasers. (Ruihley, 2010). In a consumer’s point of view, in promotions, it is more engaging and consistent when a celebrity is being used as the endorser; as this forms brand image. (Sertoglu, 2014) But still, efficiency of the celebrity may vary on the type of product being endorsed (Kamins, 1990; Solomon 2007) Sturdier purchase intentions resulted by the use of celebrity to endorse (Upadhyay, 2010) Stereotypically, celebrities, who are considered good-looking and pleasing, are chosen as endorsers. (Tellis, 1998) “A famous athlete or coach who utilizes publicity to commend a product” refers to a celebrity