See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/333210806

Impact of celebrity endorsement on purchase intention of consumers towards

sports apparel

Article · March 2019

CITATIONS READS

0 1,432

3 authors, including:

Jaya Chandra Dr Rajeev Choudhary

Visvesvaraya Technological University Pt. Ravishankar Shukla University
6 PUBLICATIONS   0 CITATIONS    123 PUBLICATIONS   107 CITATIONS   

SEE PROFILE SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Character Strengths and Virtues in Long-Term Practitioners of Sahaja Yoga Meditation View project

Part of MPhill work View project

All content following this page was uploaded by Dr Rajeev Choudhary on 20 May 2019.

The user has requested enhancement of the downloaded file.

International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

Impact of celebrity endorsement on purchase intention of consumers

towards sports apparel

Jaya Chandra 1 , Dr. A. K. Srivastava 2 ,Dr. Rajeev Choudhary 3

1 Research Scholar, Institute of Management, Pt.
R.S.University,Raipur,Chhattisgarh
2 Director and Professor,Institute of Management, Pt. R.S.University,
Raipur,Chhattisgarh
3 Professor and HOD,SOS in Physical Education, Pt. R.S.University,
Raipur,Chhattisgarh

Abstract
This purpose of this paper is to derive the relationship between celebrity
endorsement and purchase intention of consumers of sports apparel. Researcher
adopted a survey method approach for collection of data. Questionnaire is used as an
instrument for collection of data. Data were analyzed using chi-square to test the
hypotheses at 0.05 alpha level of significance using SPSS version 16. Results derived
from this study shows that celebrity endorsement and purchase intention of
consumers of sports apparel are dependent on each other.
Keywords-Sports Apparel, Purchase intention, Celebrity

1.Introduction
Our market is flooded with completely different variety of brands attempting to carve
out house for itself within the minds of shoppers each firm is attempting to seek out a
hook in their brands that may connect quicker to the viewers. Therefore, the challenge
before the trafficker is to induct all potential measures to
influence, encourage and instill needs amongst the client through an efficient
advertising campaign. Most of the individuals daily come across through lots of
advertisements by the media so individuals become passionless towards all
the promotional material practices. Its marketers and advertisers are trying to discover
a knob which will grasp the consumer’s thought. In today’s era, individuals usually
neglect all those advertisements thar are displayed in Tv, newspapers, magazines
etc..Therefore they are trying to use Endorsement as promotional material to catch the
attention of people.

According to oxford Dictionary Endorsement means “the act of giving one’s public
approval” Endorsements are a form of advertising that uses famous personalities or
celebrities who command a high degree of acceptance, faith, recognition or
acquaintance amongst the people. Such individuals make a use of their names or
images to promote a product or service. Therefore Indian Companies are making use
of celebrities of various areas , for example Cricketers, Bollywood celebrities and
other sports persons to endorse their brands.

Volume IX, Issue III, MARCH/2019 Page No: 361

International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

2. Literature Review
2.1 Celebrity
McCracken, (1989) has defined Celebrity as a person who has gained name, fame
within specific country, within a region and also who are able to gain the attention of
masses.
Silvera and Austad,( 2004) Celebrities are the people who enjoy public acceptance by
a large share of a certain group of individuals because of their distinct features ..
2.2 Celebrity Endorsement
Atkin and Block (1983) has defined Celebrity Endorsement as a form of advertising
campaign that make use of famous personalities and in their study they concluded
that Celebrity Endorsement develops a positive purchasing attitude in the minds of the
customers.
Okonkwo (2013) in his study concluded that celebrity endorsement helps in recalling
the image and name of the brand which inturn increases the sales of the product.
Celebrity endorsements can encourage repeat purchases as a result of consumers
wishing to imitate the celebrity representing the brands.

2.3 Purchase Intention

Baig (2012) in his research work carried on the University Students disserted that
Celebrity Endorsement affects the purchase intention of customers. Thus numerous
organizations are presently making tie ups with the celebrities and are doing great
when contrasted with their Competitors.
Chavanat, Martinent and Ferrand (2009) completed their research work on the Fans of
FIFA World Cup which was supported by ADIDAS. Their examination reasoned that
their exists a solid and positive connection between the sponsorship and buy goal of
the Consumers.

2.4 Empirical Studies related with celebrity brand endorsement and consumers
purchase intention of sports apparel.
Giridhar (2012)-In his study analyzed that the factors that motivatemthe purchase
intention of consumers.The findings of his study shows that celebrity endorsement
enhances the product influence and creates awareness among consumers.
Boopathi and Chaudhari (2013)-In his study showed that how the celebrity
endorsement affects the mindset of children which in turn affects or changes the
mindset of parents.

3.Research Methodology

3.1 Purpose of the study

The study intends to bring out the fact that whether celebrity brand endorsement and
purchase intention of consumers towards sports apparel are independent to each other
or not.

3.2 Research Objectives

· To identify whether celebrity brand endorsement and purchase intention of
consumers towards sports apparel are independent to each other.

Volume IX, Issue III, MARCH/2019 Page No: 362

International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

· To give suggestions to develop effective purchase intention through celebrity

brand endorsement for sports apparel.
·
3.3 Hypothesis
It was hypothesized that celebrity brand endorsement and purchase intention towards
sports apparel are independent to each other.

3.4 Research Design

In this study the researcher has used the descriptive research design.50 questionnaires
were distributed to college going students. Convenience sampling method is adopted
in this study. Data is collected from both primary and secondary sources. In primary
method data is collected by using questionnaire making use of the Likert five point
scale technique. Secondary data was collected from the internet, newspapers, journals
and books.

4.Data Analysis and Interpretation

Table 1: Observed and expected frequencies obtained with chi-square value in
relation to different questions related with celebrity brand endorsement and purchase
intention towards sports apparel are independent to each other

OV=Observed Value, EV= Expected Value, CSV= Chi Square Value, p=Significance level
Responses
S .No Questions SA A N D SD
OV EV OV EV OV EV OV EV OV EV CS V p
1 I prefer brands/products that are endorsed by celebrities 2 10 28 10 12 10 6 10 2 10 4 0
I remember brands/products by the celebrity that
2 endorses it. 8 10 28 10 4 10 8 10 2 10 4.32 0.01
I often refer/relate to a brand/product based on the
3 celebrity that endorses it. 6 10 16 10 16 10 6 10 6 10 12 0.01
I have bought a product because it was endorsed by a
4 celebrity I admire. 8 10 16 10 12 10 4 10 10 10 8 0.09
I am aware of certain brands only because they are
5 endorsed by a celebrity. 1 10 35 10 6 10 5 10 3 10 4 0
I am more likely to buy a brand based on the type of
6 celebrity who endorses it. 6 10 8 10 2 10 26 10 8 10 32.2 0
7 Products endorsed by celebrities are of good quality 6 10 7 10 2 10 27 10 8 10 32.2 0
Rumours about celebrities have an impact on their
8 credibility and persuasiveness in endorsements 8 10 36 10 4 10 1 10 1 10 4 0
I would stop buying a product if the celebrity endorsing
9 it was involved in a scandal 4 10 26 10 16 10 2 10 2 10 4 0
I would stop buying a product if the celebrity endorsing
10 it is not credible and trustworthy 12 10 28 10 8 10 1 10 1 10 4 0
I would buy a product if the celebrity endorsing it was
11 good looking and sexy 2 10 4 10 8 10 28 10 8 10 4 0
I would buy a product if the celebrity endorsing it was
12 a man 8 10 28 10 4 10 8 10 2 10 43.2 0.01
I would buy a product if the celebrity endorsing it was
13 positively famous and successful 2 10 35 10 5 10 5 10 3 10 4 0

Table 1 shows that in case of first question, the observed and expected frequencies are
2 & 10; 28 & 10; 12 & 10; 6 & 10; 2 & 10 respectively for five selected responses. In
case of second it is 8 & 10; 28 & 10; 4 & 10; 8 & 10; 2 & 10 respectively. In third

Volume IX, Issue III, MARCH/2019 Page No: 363

International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

question the observed and expected values are found to be 6 & 10; 16 & 10; 16 & 10;
6 & 10; 6 & 10 respectively. In fourth question it is found to be 8 & 10; 16 & 10; 12
& 10; 4 & 10; 10 & 10 respectively. In case of fifth question, the observed and
expected frequencies are 1 & 10; 35 & 10; 6 & 10;5 & 10; 3&10 respectively. In case
of sixth, observed and expected frequencies are 6 & 10; 8& 10; 2 & 10; 26 & 10; 8 &
10; In seventh question the observed and expected frequencies are 6 & 10;7& 10; 2 &
10; 27 & 10; 8 & 10 respectively. In case of eighth question the observed and
expected frequencies are found to be 6 & 10;7 & 10;2 & 10; 27 & 10;8 & 10
respectively.In ninth question the the observed and expected frequencies are 4 & 10;
26 & 10;16 & 10;2 & 10;2 & 10 respectively.In tenth question the observed and
expected frequencies are 12 & 10;28 & 10;8 & 10;1 & 10;1 & 10 repectively. In
eleventh question the observed and expected frequencies are 2 & 10;4 & 10;8 &
10;28 & 10;8& 10 respectively.In case of twelfth question the observed and expected
frequencies are 8 & 10; 28 & 10; 4 & 10; 8 & 10; 2 & 10 . In case of thirteenth
question the observed and expected frequencies are 2 & 10; 35 & 10; 5 & 10; 5 & 10;
3 & 10 respectively for Strongly Agree (SA),Agree (A),Neutral (N),Disagree
(D),Strongly Disagree (SD).
Values of Chi-Square are 4,43.2,12,8,4,32.2,32.2,4,4,4,4,43.2,4and are found to be
significant at 0.05 level for question number 1,2,3,5,6,7,8,9,10,11,12,13 as the level of
significance in these questions are significant (p < 0.05, p = 0.00). On this basis, it
may be concluded that significant difference was found among the responses of
respondents in relation to twelve questions.
Therefore our formulated hypothesis is found to be incorrect in this case and we can
say that celebrity endorsement and purchase intention of consumers of sports apparel
are dependent aon each other.while in question number 4, formulated hypothesis is
found to be correct as the chi-square value is 8.00 and it is significant at. 05 level of
significance (p>0.05, p=0.09).

Suggestions
· Care must be taken while selecting a celebrity for endorsement. Celebrity with
any kind of negative exposure will leave a negative impact on the item.
· Single celebrity should be used to endorse single brand so as to avoid
confusions over multiple brand.
· Celebrities who has gained expertise in sports should endorse sports apparel
because consumers purchase intention gets influenced by such an expertise.

Conclusions
In today’s environment celebrity endorsement is acting as one of the important
advertising tool for fulfilling the objectives of a company. It is concluded from the
result that the celebrity endorsement and purchase intention of consumers of sports
apparel are dependent on each other. Those business organizations who are engaged
in celebrity endorsement can influence the demand of the customers more effectively
as compared to different promoting tools.

Volume IX, Issue III, MARCH/2019 Page No: 364

International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

References
[1] India. Global journal of management and business research ,11(4), pp.68-84.
[2] Kaur,S. , Garg,A.(2016) Celebrity Endorsement and buying behaviour: A study of Punjab
university students. International journal of Research Granthalaya,4(11) ,pp.1-15
[3] Kamins,M.A.(1989).Celebrity and non celebrity advertising in a two-sided
context.Journal of Advertising Research, 29(3),pp.34-42
[4] Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of
Advertising Research, 23(1), pp.57-61

Volume IX, Issue III, MARCH/2019 Page No: 365

View publication stats