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

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.

1. Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: an event. study analysis. Journal of Marketing, 59(3), 56-62. CrossRef

2. Alnawas, I. A. M. (2010). The Influence of Using Celebrities on Consumers Buying Behavior. Interdisciplinary Journal of Contemporary Research in Business, 2(1), 257-282.

3. Andrew, D. P. S., Pedersen, P. M., & McEvoy, Ch. D. (2011). Research Methods and Design in Sport Management. Champaign, IL: Human Kinetics.

4. Bearden, W. O., & Etzel, M. J. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9(2), 183-194. CrossRef

5. Bhatt, N., Jayswal, R. M., & Patel, J. D. (2013). Impact of Celebrity Endorser's Source Credibility on Attitude Towards Advertisements and Brands. South Asian Journal of Management, 20(4), 74-95.

6. Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports Celebrity Influence on the Behavioral Intentions of Generation Y. Journal of Advertising Research, 44(1), 108-118. CrossRef

7. Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158. CrossRef

8. Čáslavová, E. (2009). Management a marketing sportu. [Management and Marketing of Sport. In Czech.] Prague: Olympia.

9. Čáslavová, E., & Višněvský, A. (2016). Identification of Ice Hockey world Championship International sport Event through Brand personality. In: Conference proceeding World Academy of science, engineering and technology, Amsterdam The Netherlands Aug. 04-05, 18(8), 8-15.

10. Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179. CrossRef

11. Choi, S. M., & Rifon, N. J. (2007). Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images. The Journal of Popular Culture, 40(2), 304-324. CrossRef

12. Chuang, S. Ch., Cheng, Y. H., & Hsu, Ch. T. (2012). The influence of suggestions of reference groups in the compromise effect. Journal of Economic Psychology, 33(3), 554-565. CrossRef

13. Clark, R. C., & Horstmann, I. J. (2013). A model of advertising format competition: on the use of celebrities in ads. Canadian Journal of Economics, 46(4), 1606-1630. CrossRef

14. Darley, W. K., Blankson, Ch., & Luethge, D. J. (2010). Toward an Integrated Framework for Online Consumer Behavior and Decision Making Process: A Review. Psychology & Marketing, 27(2), 94-116. CrossRef

15. Dix, S., Phau, I., & Pougnet, S. (2010). Bend it like Beckham: the influence of sports celebrities on young adult consumers. Young Consumers, 11(1), 36-46. CrossRef

16. Elberse, A., & Verleun, J. (2012). The Economic Value of Celebrity Endorsement. Journal of Advertising Research, 52(2), 149-165. CrossRef

17. Erasmus, A. C., Boshoff, E., & Rousseau, G. G. (2001). Consumer decision-making models within the discipline of consumer science: a critical approach. Journal of Family Ecology and Consumer Sciences, 29(1), 82-90. CrossRef

18. Escalas, J. E., & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers' Connection to Brands. Journal of Consumer Psychology, 13(3), 339-348. CrossRef

19. Forbes (2016). Available at: http://www.forbes.com (accessed July 26, 2016).

20. Jacoby, J. (2002). Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), 51-57. CrossRef

21. Kaser, K., & Oelkers, D. B. (2005). Sports and Entertainment Marketing. USA: South-Western, Thomson.

22. Keel, A., & Nataraajan, R. (2012). Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding. Psychology and Marketing, 29(9), 690-703. CrossRef

23. Koernig, S. K., & Boyd, T. C. (2009). To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands. Sport Marketing Quarterly, 18(1), 25-37.

24. Kotler, P., et al. (2007). Moderní marketing - 4. evropské vydání. [Modern Marketing - 4th European Edition. In Czech.] Prague: Grada Publishing.

25. Kotler, P., & Keller, K. L. (2007). Marketing management - 12th Edition. Prague: Grada Publishing.

26. Koudelka, J. (1997). Spotřební chování a marketing. [Consumer Behavior and Marketing. In Czech.] Prague: Grada Publishing.

27. Koudelka, J. (2006). Spotřební chování a segmentace trhu. [Consumer Behavior and Market Segmentation. In Czech.] Prague: VSEM.

28. Kozel, R., Mynářová, L., & Svobodová, H. (2011). Moderní metody a techniky marketingového výzkumu. [Modern methods and techniques of marketing research. In Czech.] Prague: Grada Publishing.

29. Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research, 44(2), 109-116. CrossRef

30. Lagae, W. (2005). Sports Sponsorship and Marketing Communications - A European Perspective. England: Pearson Education Limited.

31. Lear, K. E., Runyan, R. C., & Whitaker, W. H. (2009). Sports celebrity endorsements in retail products advertising. International Journal of Retail & Distribution Management, 37(4), 308-321. CrossRef

32. Lim, G. (2005). Idol to Icon: The creation of celebrity brands. Singapore: Marshall Cavendish Business.

33. Marketing Week (2016). Available at: https://www.marketingweek.com (accessed July 26, 2016).

34. Martin, J. H. (1996). Is the athlete's sport important when picking an athlete to endorse a nonsport product? The Journal of Consumer Marketing, 13(6), 28-43. CrossRef

35. Martin, N., & Morich, K. (2011). Unconscious mental processes in consumer choice: Toward a new model of consumer behavior. Journal of Brand Management, 18(7), 483-505. CrossRef

36. Masood, A. (2011). Celebrity endorsement affecting consumer's attitude towards the Ads. Saarbrucken: LAP LAMBERT Academic Publishing GmbH & Co. KG.

37. McCarthy, E. J., & Perreault, W. D. (1993). Basic marketing: a global managerial approach. USA: Richard D. Irwin, Inc.

38. Miller, F. M., & Laczniak, G. R. (2011). The Ethics of Celebrity-Athlete Endorsement: What Happens When a Star Steps Out of Bounds? Journal of Advertising Research, 51(3), 499-510. CrossRef

39. Morton, L. P. (2002). Targeting Generation Y. Public Relations Quarterly, 47(2), 46-48.

40. Nicholson, M. (2007). Sport and the Media: Managing the Nexus. Oxford, UK: Elsevier. CrossRef

41. Park, W. C., & Lessig, P. V. (1977). Students and Housewives: Differences in Susceptibility to Reference Group Influence. Journal of Consumer Research, 4(2), 102-110. CrossRef

42. Pringle, H. (2004). Celebrity Sells. West Sussex, UK: John Wiley & Sons.

43. Puiu, C. (2008). Consideration about Group Influences on Consumer Behavior. The Annals of the University of Oradea - Economic Sciences, 17(4), 1136-1139.

44. Ranjbarian, B., Shekarchizade, Z., & Momeni, Z. (2010). Celebrity Endorser Influence on Attitude Toward Advertisements and Brands. European Journal of Social Sciences, 13(3), 399-407.

45. Schiffman, L. G., & Kanuk, L. L. (2004). Nákupní chování. [Consumer Behavior. In Czech.] Brno: Computer Press.

46. Schlossberg, H. (1996). Sports Marketing, Oxford, UK: Blackwell Publishers.

47. Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1/2), 121-134. CrossRef

48. Shuart, J. (2007). Heroes in sport: assessing celebrity endorser effectiveness. International Journal of Sports Marketing & Sponsorship, 8(2), 126-140. CrossRef

49. Simmers, Ch. S., Damron-Martinez, D., & Haytko, D. L. (2009). Examining the Effectiveness of Athlete Celebrity Endorser Characteristics and Product Brand Type: The Endorser Sexpertise Continuum. Journal of Sport Administration & Supervision, 1(1), 52-64.

50. Sliburyte, L. (2009). How celebrities can be used in advertising to the best advantage? World Academy of Science, Engineering and Technology, International Science Index 34, International Journal of Social, Behavioral, Educational, Economic and Management Engineering, 3(10), 934-939.

51. SportBiz (2011-2014). Available at: http://www.sportbiz.cz.

52. SportsRevolution (2016). Available at: http://www.sportsrevolution.co.uk.

53. SportTechie - Sports Technology News (2016). Available at: http://www.sporttechie.com.

54. Spry, A., Pappu, R., & Cornwell, B. T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909. CrossRef

55. Stafford, J. E. (1966). Effects of Group Influences on Consumer Brand Preferences. Journal of Marketing Research, 3(1), 68-75. CrossRef

56. Stevens, J. A., Lathrop, A. H., & Bradish, Ch. L. (2003). Who is Your Hero? Implications for Athlete Endorsement Strategies. Sport Marketing Quarterly, 12(2), 103-110.

57. Temporal, P. (2010). Advanced Brand Management: Managing Brands in a Changing World. Singapore: John Wiley & Sons (Asia).

58. The Drum US - Marketing, advertising, design and digital news (2016). Available at: http://www.thedrum.com.

59. Tomek, G., & Vávrová, V. (2008). Marketing od myšlenky k realizaci. [Marketing from idea to realization. In Czech.] Prague: Professional Publishing.

60. Van Den Bergh, J., & Behrer, M. (2012). Jak cool značky zůstavaji hot: Marketing zaměřený na mladou "generaci Y". [How cool brands stay hot: Marketing focused on the young "generation Y". In Czech.] Brno: BizBooks.

61. Vysekalová, J., et al. (2011). Chování zákazníka: Jak odkrýt tajemství "černé skříňky". [Customerbehavior: How to uncover the mystery of the "black box". In Czech.] Prague: Grada Publishing.

62. Yang, J., He, X., & Lee, H. (2007). Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study. International Journal of Mobile Communications, 5(3), 319-338. CrossRef

63. Yutang Sports - The Premier Sports Marketing Platform in China (2015). Available at: http://en.ytsports.cn (accessed July 26, 2016).

64. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioural Consequences of Service Quality. Journal of Marketing, 60(2), 31-46. CrossRef