Brands of athletes- The effect of brand personality of athletes on consumers
(2013) BUSN39 20131Department of Business Administration
- Abstract
- Purpose
To investigate the effect of an individual celebrity athlete’s personality on the consumer behavior facets of perceived quality and purchase intention.
Methodology
A quantitative survey with 257 respondents all over the world to deductively test hypotheses.
Theories
The theoretical foundation of this thesis is the customer-based brand equity theory with a strong emphasis on brand personality. Furtherly used concepts include the consumer behavior facets of perceived quality and purchase intention.
Findings
Brand personality of athletes affects the perceived quality of their respective product brands. The perceived quality of the product brand positively influence purchase intention.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/3814264
- author
- Schäfer, Jonas LU and Svensson, Filip LU
- supervisor
- organization
- course
- BUSN39 20131
- year
- 2013
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand equity, brand personality, celebrity entrepreneurship, perceived quality, purchase intention, athletes
- language
- English
- id
- 3814264
- date added to LUP
- 2013-06-26 09:32:44
- date last changed
- 2013-06-26 09:32:44
@misc{3814264, abstract = {{Purpose To investigate the effect of an individual celebrity athlete’s personality on the consumer behavior facets of perceived quality and purchase intention. Methodology A quantitative survey with 257 respondents all over the world to deductively test hypotheses. Theories The theoretical foundation of this thesis is the customer-based brand equity theory with a strong emphasis on brand personality. Furtherly used concepts include the consumer behavior facets of perceived quality and purchase intention. Findings Brand personality of athletes affects the perceived quality of their respective product brands. The perceived quality of the product brand positively influence purchase intention.}}, author = {{Schäfer, Jonas and Svensson, Filip}}, language = {{eng}}, note = {{Student Paper}}, title = {{Brands of athletes- The effect of brand personality of athletes on consumers}}, year = {{2013}}, }