Sports Celebrity Essay

Table 4.6: Response on motivation behind purchasing a product Brand name Brand Ambassador(Celebrity) Quality Price Other

12% 43% 40% 9% 3%

Table 4.6 indicates that the main motives behinnd the purchase of any product is Barnd ambassador 43% and quality with 40% followed by brand name,Price and others.

Table 4.7: Response on watching advertisements and programs of sports celebrities Appearing on mass media

Yes-Always Yes-Sometimes No-Not at all Can’t Say

27% 61% 9% 3%

Table 4.7 Suggest that youth like to see sports celebrities on different programs and advertisements with 27% are with Always category while 61% see rarely with just 9% who don’t want to see them all.

Table 4.8: Response on intension of buying any brand/product endorse

Table 4.13: Response on buying that brand/product if it’s brand ambassador become scandalized

Yes (I’d still buy it) No (Celebrity image is everyting)

89% 11%

Table 4.13 extract a very interesting fact, We have witnessed that youth are switching their brand loyality due to their favorite sports celebrity, However when it comes to reputation of sports celebrity it doesn’t matter to them, about 89% of youth will still buy that brand even if it’s brand ambassador scandalized due to any reason while 11% still believe that celebrity image is everything and they would quit that brand because of the dented image of their favorite sports celebrity.

4.2 Key findings

The fundamental explanation or main cause for directing this research was to figure out if or not the sports celebrities have any impact on the disposition or conduct towards the brand being embraced. As demonstrated in the focus group, the endorsements may lead the purchaser to review the brand. Positive informal exchange about the item or making or keeping up brand dependability.The other keyfindings

 Major chunk of youth prefer sports celebrity however there was a gender difference when it comes to selecting type of celebrity, Females were more into Film/media celebrities while males were more towards sports celebrities, These facts supports the previous researches did by Farhan Naz baig and Dr.Kamran Siddiqui(2012).

 They are most likely to recall that brands if those brands are endorse by their favorite sports celebrity which strengthen this fact that sports celebrity plays a vital role in recalling brands.

 Most of the youth 's favorite sports were majorly cricket and to some extend football. While their favorite sports celebrity are also from cricket and football, Shahid Afridi and Cristiano Ronaldo which supports the fact that celebrities from Cricket and football are more vital for any brand’s success.

 Another major findings were that youth are most likely to buy that brand or product if it’s brand ambassador is any sports celebrity plus they buy that more product more often compared to