Presenter(s)

Michael Erwin, Eleanor Monyek, Daniela Peralta, Jamil Robinson, Lauren Whitt

Comments

9:00-10:15, Kennedy Union Ballroom

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Description

Introduction: In the past athlete endorsements have become a significant marketing tool for brands seeking to influence consumer purchasing behavior. The connection between professional athletes and consumer decision-making is often assumed, but the specific factors that drive this relationship remain underexplored. This study seeks to examine the impact of athlete endorsements on consumer purchasing intentions and brand sales. This research aims to offer a deeper understanding of how athlete endorsements can sway consumer behavior. Through a quasi-experimental design involving an online survey, we aim to uncover the nuanced effects that athlete endorsements have on consumer choices, providing valuable insights for brands in their strategic decision-making processes.Purpose: The purpose of this study is to investigate how an athlete endorsing a product influences consumer purchasing behavior and intention. Methods: The data will be collected from college students at the University of Dayton (80-100 participants). By using an online survey, our participants will be asked about purchase intentions of suggested products as well as perception of its brand. Specifically, half of the participant group will get asked about purchasing an item from a brand without athlete endorsement and the other half is asked about purchasing the same item however an athlete is endorsing it this time.Discussions/Conclusion: While this study is still under investigation, our results will suggest the impact professional athletes have in promoting a brand and their impact on consumer buying habits. Furthermore, the findings will highlight the importance of choosing the right athlete to promote a brand considering the company's brand image, consumer market, and the campaign's targeted demographic.

Publication Date

4-23-2025

Project Designation

Course Project - HSS 428 M2

Primary Advisor

Daniel F. Yang

Primary Advisor's Department

Health and Sport Science

Keywords

Stander Symposium, School of Education and Health Sciences

Institutional Learning Goals

Scholarship; Practical Wisdom

The Impact of Athlete Endorsements on Consumer Purchasing Behavior and Brand Sales

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