Effects of sports personalities in marketing communication on the purchasing preferences of Generation Y

Abstract

This research determines what effect if any the use of sports celebrities in companies' marketing communications has on the purchasing preferences of Generation Y. The survey is based on the original American version from authors Bush, Martin, Bush (2004). The questionnaire-based survey involves 416 respondents who study at Prague secondary schools and universities. Group discussions with four groups comprising a total of 41 respondents are also used. The results of the research show that the use of sports celebrities in marketing communication for generation Y does not have a proven effect on positive word of mouth or on switching and complaint behavior. This communication tool may have an indirect positive effect in the form of an increase in the brand/product awareness, attractiveness of a communication message and thereby increased options and tendency to try a product and a first purchase, even despite higher prices than the competition.

Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands

“…The positive actions and reputation of a sports celebrity are transferred to the product or service, thus adding value. Therefore, sports celebrity endorsement assists in increasing sales and profits, making an effective marketing tool (Voráček & Čáslavová, 2019). Aligning celebrity endorsements can be immensely valuable in building brands.…”