Why Do An Athlete Endorser

INTRODUCTION

The market today is filled to the brim with products, however plenty of substitutes and commendatory items available means that it is no longer purely that is the crucial factor for consumers but also the indefinable message connected to it. A product is no longer enough, customers always look something extra and new that make the product outstanding from the other products. Brand distinguishes a companies from its competitors using the exclusive assets to the company, which means having a powerful brand is extremely important.

Athlete endorsement has become a frequent form of advertising. Athletes who appears in advertisements have built in celebrity status. Those athletes who are endorsing any product advertising for any company generally enjoy public awareness and their stardom to help a company sell or enhance the image, products or brands (Brooks & Harris, 1998; McCracken, 1989). There are little reason why advertisers want to have an athlete endorse a product or service without a high level of reputation and recognition. The implicit term ‘athlete endorser’ is that the

The marketing companies focus on different ways to bring their products stick out from competing brands. The athletes endorse high and low both status products, by calculating the consumers purchase intention and attitude towards these products. The consumers feeling about the product or advertisement of the product will indicate the endorsers, if they (consumers) want to purchase the product or not. The beliefs of consumers on brands will be developed when they are studying about the product or by understanding the advertisements, such beliefs form an overall attitude of the consumers towards the brand. Those attitude help the consumers while purchase or have intention to purchase the product. This study explore this concept of purchase