Abstract
To anybody interested in sports and marketing, the concept of celebrity endorsment is
not a new one. In recent decades, sport marketing has emerged as an independent
area where companies separate themselves from their competitors by developing
associations with the sporting heroes. In this study, the dynamics, as have emerged
in the recent past, will be analyzed and implications for both sports and marketing
evaluated. This study is an exploratory study and for this study data from 127 university
students was collected. Data was collected with the help of surveys and was further
analyzed with the help of a) descriptive statistics b) Confirmatory factor analysis c)
Regression Analysis. The study focuses on the university students and limited geographical
region of Pakistan for the purpose of data collection. The research concludes that
celebrity endorsements could have an impact on the attitude towards the brand but it
does not necessarily create motivations to purchase. This study provides deep insights
for the marketers in terms of celebrity endorsements for their brands. The research will
be a valuable addition in proliferation of knowledge on the subject area.
Farah Naz Baig, Dr. Kamran Siddiqui. (2012) Impact of Sports Celebrity Endorsements on the Purchase Intentions of Pakistani Youth, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-10, Issue-1.
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