Sports stars influence consumer choices

Terry L Lusk

$50.95 $43

Paperback

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English

Abdul Publisher
14 September 2023

Behavioural economics; Hobbies, quizzes & games

Summary
Details

The purpose of this qualitative descriptive study was to explore how consumers in a social media group in North Texas describe the influence of their favourite sports celebrities on their interest in, evaluation of, and purchase of products the athlete has endorsed. Prior empirical research contributed to the topic of this study and is the anchor of the research. The defined problem space aligns with research conducted on the subject and the suggestions of their authors for future research. Celebrity endorsements are a commonly used strategy for marketing communication efforts. Through celebrity endorsements, a firm hopes to connect its product or service with consumers based on the credibility of the celebrity. A person is defined as a celebrity if they have a significant profile in the entertainment or sports industries and recognition by the general public based on their accomplishments (Friedman & Friedman, 1979; Nanda & Khandelwal, 2017)

By: Terry L Lusk
Imprint: Abdul Publisher
Dimensions: Height: 229mm, Width: 152mm, Spine: 10mm
Weight: 259g
ISBN: 9785063732983
ISBN 10: 5063732984
Pages: 188
Publication Date: 14 September 2023
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

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Sports stars influence consumer choices

Terry L Lusk

$50.95 $43

Paperback

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