The influence of endorsed professional surfers on consumer attitude towards surf brands
- Authors: Greybe, Frikkie
- Date: 2011
- Subjects: Brand name products , Branding (Marketing) , Surfers
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8671 , http://hdl.handle.net/10948/d1008470 , Brand name products , Branding (Marketing) , Surfers
- Description: Sport, with the help of the media, plays a huge role in today’s society. Sport fans are following their favourite athlete and teams religiously as they compete locally and internationally. Over a century ago, the first professional athlete was endorsed. Since then companies are investing millions of dollars in athlete endorsement to promote brand awareness under consumers. The surfing industry is no different. With the Association of Professional Surfers (ASP) world tour, the big surf companies are jumping at the opportunity to sponsor pro surfers to market their products. Previous studies have shown athletes can evoke both positive and negative attitudes towards their endorsing brand thus effecting company’s sales. The aim of this study was to research the influence these endorsed pro surfers have on consumer behaviour towards their brand in a local market. A qualitative study was done on local surfers in Port Elizabeth, South Africa. Results showed that favourite surfers evoke a positive attitude towards their sponsoring brand. However this influence does not seem to be as significant as in other sports. Surf companies within the industry should be aware of the big influence age has on the consumers behaviour and that different age groups follow different surfers. Companies should choose to sponsor professional surfers that fit the image of the company and the products, not necessarily the professional surfer who performs the best. Using professional surfers in advertising of products does create better brand awareness, but endorsed professional surfers are not likely to change consumer’s perceptions of the endorsing brand’s products.
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- Date Issued: 2011
Celebrity endorsements of branded apparel and its role in printed advertising
- Authors: Liu, Ziyu
- Date: 2009
- Subjects: Advertising -- Brand name products , Brand name products , Endorsements in advertising
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9363 , http://hdl.handle.net/10948/1178 , Advertising -- Brand name products , Brand name products , Endorsements in advertising
- Description: Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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- Date Issued: 2009
Brand awareness of students at the Nelson Mandela Metropolitan University
- Authors: Huang, Wei
- Date: 2005
- Subjects: Brand name products , Brand choice , Consumers' preferences , Nelson Mandela Metropolitan University -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9350 , http://hdl.handle.net/10948/187 , Brand name products , Brand choice , Consumers' preferences , Nelson Mandela Metropolitan University -- Students -- Attitudes
- Description: To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.
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- Date Issued: 2005