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Basketball Athletes: Its Effects to the Basketball Fanatics

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Submitted By arisvillar
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The Positive Effects of Basketball Athletes Endorsements

by
Aristotle Philip Rodriguez Villar
October 2015
Chapter 1
The Problem and Its Background
Introduction;
The use of athletes in advertising campaigns is an ever growing trend. Marketers look for ways to have their products stand out from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product like physical appeal or likeability of the endorser, If the product are used appropriately athletes whose advertising can serve valuable role in enhancing a company’s competitive position not only by contributing to build a favorable brand. Aligning of basketball athletes with a brand is quite risky, but there are some rewards that can be high to this project, resulting in increased sale for

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