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Brands of athletes- The effect of brand personality of athletes on consumers

Schäfer, Jonas LU and Svensson, Filip LU (2013) BUSN39 20131
Department 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:
author
Schäfer, Jonas LU and Svensson, Filip LU
supervisor
organization
course
BUSN39 20131
year
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},
  keyword      = {Brand equity,brand personality,celebrity entrepreneurship,perceived quality,purchase intention,athletes},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brands of athletes- The effect of brand personality of athletes on consumers},
  year         = {2013},
}