Syed Ijlal Haider (0095) Shahzad Nafees (0081) MBA Project No 1 (Pri ci!

les of Mar"eti #)

Celebrity Influence on Young Adults

I trod$ctio
Celebrities are the personalities that are well known in public because of their credibility, attractiveness or both and are used in advertisements because the unique characteristics they possess represent a favourable picture of the product to the audience. Thats why much of the advertisement campaigns today are celebrity endorsed. Celebrities can be from any media house. These can be from entertainment media, sports background or simply can be those who are considered to be reliable and trustworthy. Celebrity endorsement has become very popular now days, people believe on celebrities because they motivate them and encourage them and also develop the interest in the product that they represent. This may lead the company to positive results. This study by Steve Dix, Curtin University of Technology takes sports celebrities into account to see that if sports celebrity endorsement affects the buying intention of young adult consumers and reports positive results sports celebrity endorsement on buying intention of young adults. And how it effects the young adults to not switch to other product and speak positive word of mouth about the product and the brand loyalty. According to the literature many believe that the celebrity and popularity of celebrity athletes would benefit brands, creating positive associations, contributing to brand name recognition and creating meaning for even the

most ordinary products (Miciak and Shanklin 1994;

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!arland "##$; Stevens et al% "##&; 'ingchi (iu, )u*)ing and Minghua "##+,% -n other study Schaefer and .eillor (199+, argue that, although the use of celebrity endorsers is a good foundation for effective advertisements, it does not significantly influence the attitude and behavioural intentions of the target market%

Article S$%%ary
Advertising is most widely and expensively used medium for the promotional purpose. This article has made an attempt to verify the impact of a dimension of advertisement called celebrity endorsement on consumers. pecifically sports celebrities were used to test on the age group of young adults. port celebrities are the athletes who are famous for their extra! ordinary performances and such celebrities leverage their secondary associations in advertisements to capture consumers attention. "ationale for using young adults age group is because they are the ma#or consumers of sports products. This study verified influence of a sports celebrity on complaint behaviour, word of mouth, brand loyalty and compared the results gender wise. tructured questionnaire was used to gather data from respondents of Australia by convenience sampling. $ata was found to be reliable and regression analysis was performed to infer results. %t was found that athletes influence young adults influence complaint behaviour, switching, brand loyalty and word of mouth positively. &oreover, it was also found that female spread greater positive word mouth due to celebrity influence than males.

&ear i #
This article tells us that the effect of celebrity endorsement on the young adults is positive. 'ecause everybody have their choices their role models. (eople are very much impressed by the icons which became there role model. )ith the results of this article we learn that why the celebrity or athlete endorsement is effective on young adults because the athletes are determined and hardworking they play with passion, with commitment to the game so they inspire and motivate the young adults and that is the reason why they become role model for them. The athletes influence young adults and encourages them be active and it also boost their confidence and the ability to believe themselves. The young adults try to follow their sports role model and try to be like them. These are the reasons that celebrity endorsement is highly effective on young adults and due to these reasons their buying behaviour to the product changes with the advertising of their favourite athlete. And the companies can get customer attention and influence on product switching behaviour, positive word of mouth and the brand loyalty. &et's ta"e a e(a%!le(1) of cele)rity endorsement* Ni"e choses *i#er +oods as their brand ambassador. They choose Tiger due to these reasons* Stro # i%a#e of *i#er +oods* +e became successful at young age and he has unique attributes which make him different.

, i-$e a%e* Tiger is a unique name and is easy to memorable in golf sport. Artic$late* Tiger is expressive and speaks softly so its good to represent brand with such characteristics. o the Tiger as brand ambassador of ,ike has influence the customer behaviour and leads them to the positive word of mouth and the brand loyalty.

.o cl$sio
To put it into a nutshell, using a famous and well known celebrity endorsement in advertising due to their high profile can prove to be very beneficial and effective for the businesses. The famous celebrity make brand association, perceived quality which means that the product will satisfy its expectations, name awareness of the brand, positive word of mouth about the brand and brand loyalty so that the companies customers cannot switch to the other brands. The celebrity endorsement also enables the firms to establish their credibility. %t will be easy for the customers to recall the brand. %f the image of company has gone bad due to some reason, celebrity endorsement can help the company regain its positioning standards.

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