The celebrities use in global and local brands of endorsement: a experiment with sports brands

• Grant number: 15/07242-5
• Support Opportunities: Scholarships in Brazil - Master
• Start date: August 01, 2015
• End date: March 31, 2016
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Vivian Iara Strehlau
• Grantee: Mariana Hammel Brandão
• Host Institution: Escola Superior de Propaganda e Marketing (ESPM). São Paulo , SP, Brazil

Abstract

This project is to analyze the influence of celebrity endorsement in global and local sports brands. Much of the sales of sporting goods has been influenced by celebrity endorsement and athletes of the sport, which can impact the consumer's attitude toward advertising, brand and purchase intention (Carlson, Donovan, & Cumiskey, 2009; Dix, Phua, & Pougnet, 2010; Goldsmith, Lafferty, & Newell, 2000; Lear, Runyan, & Whitaker, 2009). In highly competitive markets, companies often associate their brands to other entities (eg, people, places, things, or other brands) as a means to improve their brand equity (Thakor, Lavack, 2003), and endorsement celebrity of these attributes, which play a potentially important role in building the image of a brand. This is an exploratory-conclusive research with focus groups in the qualitative stage, and the experiment as survey method information in the quantitative phase. The work aims to contribute to the consumer behavior literature to try to understand the influence of sports celebrity endorsement on the brand attitude of consumers, taking into account the moderating effect involvement with the brand and the consumer ethnocentrism when comparing brands national and global sports brands, and suggest strategies for brands to use global or local celebrities, when the brand is global or local.