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CELEBRITY ATHLETE ENDORSEMENT OF PRODUCT

ON THE BUYING BAHAVIOR OF CAVITE STATE
UNIVERSITY-CAVITE CITY CAMPUS
VARSITY PLAYERS

Jan Branyet Caday

An undergraduate thesis manuscript submitted to the faculty of the Department of

Management, Cavite State University-Cavite City Campus, Cavite, in partial fulfillment
of the requirements for the degree of Bachelor of Science in Business Management,
major in Marketing Management with Contribution No._______________. Prepared
under the supervision of Mr. Victoriano N. Rodil.

INTRODUCTION

According to the Cram (2016), sport is all forms of usually competitive physical

activity which, through casual or organized participation, aim to use, maintain or improve

physical ability and skills while providing entertainment to participants, and in some

cases, spectators. Hundreds of sports exist, from those requiring only two participants,

through to those with hundreds of simultaneous participants, either in teams or competing

as individuals.

Athletes have become major celebrities within the mass media in modern society.

They appear in a wide variety of mediums and advertising campaigns that may or may

not be directly related to sports. Their level of fame and popularity has landed many star

athletes with multi-million dollar endorsement contracts with companies who want to

associate with the athlete’s image and brand. This work attempts to further understand the
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role of celebrity athlete endorsers, how companies select and market their athlete

spokespeople, and how audiences consume and react to these endorsements. A look at the

history of celebrity athlete endorsements provides a basic understanding of how athletes

became involved in advertising. This is followed by a close examination of one of the

biggest athlete brands of all time: Michael Jordan. Next, certain factors and attributes are

discussed that companies look for in an athlete in terms of the importance and affect that

they have. This leads to a theories section that applies different lenses to the interactions

between celebrity athletes and consumers in an attempt to better understand the

relationship. Through these theories, it becomes clear that companies must make strategic

decisions in choosing the athlete, the message, and how to connect with their target

audience in a way that communicates trust and credibility. Creating a relationship

between the celebrity athlete, the product, and the consumer is vital for long-term

endorsement success (Manta, 2013).

The purpose for this was to study investigate the influence of celebrity athlete

endorsers of products in Cavite State University-Cavite City Campus varsity players.

Statement of the Problem

This study sought to investigate celebrity athlete endorsement of products on the

buying behavior of Cavite State University-Cavite City Campus varsity players.

Specifically, it sought to answer the following questions:

1. What is the socio-demographic profile of the player in terms of :

a. age;

b. sex;

c. course and year level;

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d. mothly income and;

2. What is the athlete’s media exposure?

3. What are the sports preferred by most of Cavite State University-Cavite City

Campus varsity players?

4. Where did the participants know about the sports?

5. Who local and international celebrity athlete endorser most liked by the Cavite

State University-Cavite City Campus varsity players?

6. What is the frequency of consumption or purchasing products?

7. What is the level of influence in using celebrity athlete endorser in the preference

of the customer?

Objectives of the Study

The purpose of the study is to determine the celebrity athlete endorsement

of products on the buying behavior of Cavite State University-Cavite City Campus

varsity players.

Specifically, it aimed:

1. determine the socio-demographic profile of the customer of products in

terms of age, course and year level, and sex.

a. age;

b. sex;

c. course and year level;

d. monthly income and;

2. determine the athlete’s media exposure.

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3. determine the sports preferred by most of Cavite State University-Cavite

City Campus varsity players.

4. determine the local and international celebrity athlete endorsed most liked

by the Cavite State University-Cavite City Campus varsity players.

5. determine the frequency of consumption or purchasing products.

6. assess the level of influence in using celebrity athlete endorser in the

preference of the customer.

Significance of the Study

This study is significant and useful to those varsity player customers who were

influenced by local celebrity athlete endorsers in their brand preference in purchasing

products and who seek information that is related to this topic. The study provides

information on the celebrity athlete endorsement of products on the buying behavior of

Cavite State University-Cavite City Campus varsity players. They will benefit from this

study, hence this may serve as a guideline to select a better type of brand.

As a marketing student, the researcher wants to assess whether a celebrity athlete

has an impact for the varsity players on their brand preference in purchasing products.

The result is useful to the University especially among the marketing students

who seek about information of related study that serves as a guideline for their study. The

researchers may gain additional idea on what is the influence of using celebrity athlete

endorser in products on the buying behavior of Cavite State University-Cavite City

Campus varsity players.

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Future researchers may be benefited in this study; the result will help them to

select a better type of brand in terms of sport products as well as in conducting a similar

study.

Time and Place of the Study

The study was conducted from February 2017 to May 2017 in Cavite State

University-Cavite City Campus.

Scope and Limitation of the Study

The study was conducted to determine the celebrity athlete endorsement of

products on the buying behavior of Cavite State University-Cavite City Campus varsity

players. A varsity player in Cavite State University-Cavite City Campus were the

participants of the study.

The result on the level of influence of the celebrity endorser were based on the

answers given by the participants.

Definition of Terms

The researcher prepared a set of defined words to further understand concepts

and to provide comprehensible way of knowing more deeply the meaning of each word.

Definition is operational as it is used in this particular research:

Attractiveness is a term used to measure the potential value of a particular

market.

Advertising is a term used to persuade the customer to buy products.

Celebrity is the person represents the products.

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Credibility is a term used to describe the quality of being real or honest.

Customer is a term used to describe person who buys the products.

Endorser is a term used to describe a person that serves as a public figure and

represents a brand of products.

Familiarity is a term used to describe the awareness of consumers having a

particular brand.

Influence is a term that reflects to the acts of power of producing an effect

without apparent exertion of force or direct exercise of command.

Likability is a term used for having pleasant or having appealing qualities.

Similarity is a term used to identify the similarities between the celebrity and

the customers.

Truthfulness is a term used that expresses the reality or telling the truth.

Varsity Players is a term used to determine the students of the campus who

plays in different sports.

Theoretical Framework

As one of the main theories for celebrity endorsement, Theory looks at the

connection being made between the specific product and the individual that is endorsing

that product. For the endorsement to be successful in the marketplace, there needs to be a

match, or an amount of congruency, in the consumer’s mind between the celebrity that is

featured in the advertisement and the product that is being advertised (Kahle & Kahle,

2006). The two parties have congruency if they are “similar on the basis of their image,

such that even though the products may only be congruent with a few features, the

similarity within their images may cause the participants to perceive that the product is
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similar (Kim & Na, 2007, p. 312) If the audience does not see that link between endorser

and endorsed product, then their message will not be as strong or convincing for their

audience. While some messages may be very clear in their connection between the two

parties, there are others where it may not be as evident. However, this theory emphasizes

that the match is key for the %" overall message to have its intended effects on the

audience. Martin describes the main contention of this theory by saying, “an endorsement

will be more credible and will enhance the image of the product to the extent that the

salient characteristics in the image of the spokesperson match up with the perceived

characteristics of the product” (1996, p. 30). An athlete’s symbol represents certain

elements to people, and these elements need to be consistent from that athlete through to

the product that they are endorsing.

For example, a star basketball player could endorse a pair of basketball shoes

because he represents athleticism and success within the sport, and that’s the attributes

the company will want people to associate with their shoes. This same principle would

also hold true for products outside of the sports realm such as a strong, hard-hitting

linebacker endorsing a powerful truck because both parties project a tough, mighty image

so the consumer could see that match. An Olympic sprinter could endorse a sports car

that is hoping to draw in consumer for it’s speed and quickness on the road like the

athlete displays on the track. These examples reach outside of sports because there are

characteristics that are transferable into other industries. In this regard, athletes are able to

create matches in a much wider market than the just the sports world.

This theory relies heavily on the qualities of credibility and athletic success.

When an athlete is able to perform consistently at a high level, they will begin to gain
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both recognition and meaning in the public for what they have done and how they have

done it. Their style of play influences what specific characteristics that athlete is going to

represent. For example, a hockey player that gets into fights frequently, is very physical

in the game, and is constantly in the middle of scrums will be known for different reasons

than a player who is fast up and down the ice, handles the puck extremely well, and can

get around his defender as he attacks the net. Because of this, these two players would not

be as successful in some endorsements as they would in others because their performance

within the sport gives them credibility in different facets. While they would both still be

considered knowledgeable or credible in terms of hockey and athleticism, their styles of

play would apply to different products. The bruising, physical player could be used for

products that want to be seen as strong, tough, or indestructible. The speedy, finesse

player could be used for products that want to be seen as smooth, efficient, or fast. These

situations would create the connection that Match-up Hypothesis Theory says is crucial

for the message to be effective with the audience. Put simply, “messages conveyed by the

celebrity image and the endorsed product should be congruent for persuasive

effectiveness” (Kim & Na, 2007, p. 310).

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Conceptual Framework

Demographic Profile

 Age
 Gender
 Course and year level

Sports product Athlete Endorser

Clothes Many Pacquiao

Foot wear Chris Tiu
Foods Alyssa Valdez
Vitamins Jeron Teng
Beverages Tiger Woods
Michael Jordan
Stephen Curry
Kobe Bryant
Kevin Durant

Level of influence in using celebrity

athlete endorser on their preference
 Highly Influential
 Moderately Influential
 Slightly Influential
 Not influential

Figure 1. Research paradigm showing the Influence of celebrity athlete endorsers of

_________products in Cavite State University-Cavite City Campus varsity players
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REVIEW OF RELATED LITERATURE

Today the developed world is saturated with a variety of advertisements. People

are exposed to ads in the newspaper in the morning, on the radio they listen to at work, on

the billboard they see on the drive home, during commercial breaks while watching

evening television, and everywhere in between. Advertisements try to connect to their

audience in a multitude of different ways. Some may employ humor, others use drama,

and others may go with a straightforward approach and simply explain the benefits of the

product or service they are selling. Whatever the method may be, the goal of the

advertising enterprise is to inspire action so the individual responds positively to what

that advertisement is selling. However, advertisers often realize they may not be the best

person to deliver their messages. As a result, celebrities from an assortment of fields are

frequently used to endorse certain products.

Feature of Modern Marketing

A 2010 study found that within the United States, approximately 25% of all

advertisements feature a celebrity endorser (Schaefer, Parker, & Kent, 2010). Celebrity

endorsements have reached a point where it is considered “a ubiquitous feature of

modern marketing” (McCracken as cited in Hsu & McDonald, 2002, p. 19). However,

celebrity endorsements come with a high price tag. Athletes are one of the celebrity

advertising categories representing a significant portion of dollars spent. In 2010, a total

of $46.3 billion was invested by sponsors on endorsements from a variety of stars from

the sports world, and U.S. companies alone spent $17.2 billion (Koo, Ruihley &

Dittmore, 2012). Clearly, business both in the U.S and abroad see athlete endorsements
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as a worthwhile investment as the industry has grown into a multibillion-dollar operation.

This is understandable as the list of potential benefits that it may have includes enhanced

ad recall, increased product desirability, better ability to gain and hold consumers’

attention, increased purchase likelihood, and increasing brand loyalty (Schaefer, 2010).

Faces such as those of Michael Jordan, Tiger Woods, Alex Rodriguez, Peyton Manning,

LeBron James, and Dale Earnhardt Jr. are frequently seen through different media

channels and often become highly recognizable to people even outside of sports (Melnick

& Jackson, 2002). In fact, a study done in California shopping malls found that a

photograph of the back of Michael Jordan’s head was more recognizable to people than

the faces of Bill Clinton, Newt Gingrich, and Jesus Christ (Andrews & Jackson, 2001).

While this may be hard to believe, it is the result of the widespread use of celebrity

endorsements that causes people to see pictures or video of someone like Michael Jordan

far more than some political, economic, or historical figures. Companies such as Nike,

one of the major athlete endorsement users, have paid a hefty price to make this the case.

Nike projected their 2010 spending on endorsements by celebrity athletes to be $712

million dollars (Koo et al., 2012).

Media as Manufacturers

At the very start of this entire process, however, is the creation of a celebrity.

After all, there are many very talented professional athletes, musicians, and actors, yet

that in and of itself does not make someone a celebrity. The recipe for a celebrity requires

that the media to takes the individual and build them into a larger than life personality

through their repeated coverage of them on multiple media platforms. An athlete cannot

become a celebrity without the media telling the public about that athlete. Boorstin
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explains the uniqueness of a celebrity by comparing it to a hero when he says: The

celebrity is a person who is known for his well-knowns. The hero was distinguished by

his achievement; the celebrity by his image or trademark. The hero created himself; the

celebrity is created by the media. The hero is a big man; the celebrity is a big name.

(Andrews & Jackson, 2001). In this sense, the media is inseparable from the athlete

celebrity, or any celebrity, despite what individual accomplishments they have. Games

could still be played, records could still be broken, championships could still be won, but

celebrities would not be made unless the media publicized these athletes and provided

people with the means to create an emotional or sociological attachment to them. As

Andrews and Jackson point out, “from the outpourings of the commercial media we are

at least superficially, privy to a wealth of information that encourages us to develop a

sense of familiarity, intrigue, and sometimes obsession with celebrity figures. The

media’s crucial role in this process primes the audience for the messages that advertising

companies want to send them by creating and encouraging relationships with the athletes.

While it may seem obvious, the media’s coverage of sport, aside from the

celebrity side of it, is also vital for the creation of celebrity athletes. People can watch a

variety of different sports on their televisions, on the Internet, listen to them on the radio,

and read about them in print. If an athlete were to just strictly be talked about and covered

in the media without the public having the opportunity to see them play their sport and

see for themselves what the media is talking about, the level of celebrity would not be

nearly as high. Nowadays, anyone with basic cable has the chance to watch multiple

different professional and college sports, as well as major sporting events such as the
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(Olympics). This access to sport in the home and social spaces establishes a base

understanding of the athlete for the general public.

Sporting events also serve as some of the best marketing opportunities for

companies. The audiences that tune into major events are highly attractive to advertisers

who want the most sets of eyes possible. The Super Bowl is the classic example of this as

the cost of advertising reaches into the millions of dollars due to the incredible number of

viewers. Super Bowl XLIV broke a viewership record that “M*A*S*H*” had held for 27

years when 106.5 million people tuned in for the game (Hibberd, 2010). At the same

time, the prices of these ads reflect the crowds they draw. The 2013 Super Bowl charged

its advertisers $4 million for just 30 seconds of airtime, which was a new record high

(Konrad, 2013). Other sporting events, such as the championship series for major

professional sports, the Olympics, the College Football BCS Championship, and the

College Basketball March Madness Tournament, all offer the opportunity for companies

to get their message out to a large group of people at once. In this regard, not only has the

media built up this athlete that people will respond to, but they also provide the platform

on which to feature the athlete and message through their far-reaching coverage of

sporting events.

The Game Plan

Even though athlete celebrities are fairly commonplace as product endorsers and

marketing campaign figures today, that wasn’t always the case. Both sport and the media

have grown extensively in the last century to get to where they are now. This paper will

first take a look back at some of the early athlete celebrities and what their role in the

media and advertising was like. Throughout the 20th century, the image of the athlete
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celebrity continued to morph into what it is today. The first athlete to take endorsements

to a whole new level and really set the stage for years to come was Michael Jordan, and

his impact on sports figures as endorsers is the second area of focus. As one of the most

well-known sports figures of all time, Jordan established and marketed his brand unlike

any other athlete before him. Once that groundwork and buildup to today have been

established, the next step is taking a closer look at what specific attributes are important

for a celebrity athlete to be successful in the marketing world.

The First of Their Kind

For many people today, it might be hard to imagine a society where sport does not

play a major role. Sports have their own section in most newspapers, they can be found

on multiple television channels throughout the day, and they serve as a focus point for

many social gatherings. The Super Bowl, for example, attracts both football fans and

non-football fans to come together and watch the game, the commercials, and the

halftime show. In this sense, sport’s role in modern society is much more than just a

game, but rather serves as a piece of the culture and a social connection amongst

individuals. It is only with this state being how it is that athletes have the ability to rise to

celebrity status. However, it took almost all of the 1900’s for sports to first gain traction

within the United States and then grow to the popularity level that they have today.

As stated earlier, the rise of the sport celebrity is closely tied to the media’s

publication and dissemination of sport. For this reason, the true beginnings of sport, in

the sense that the public sees it in today, lies with the creation of the first newspaper sport

section that appeared in 1895 in The New York Journal established by William Randolph

Hearst (Andrews & Jackson, 2001). Other newspapers at the time followed suit and
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established their own sports sections’ to fulfill the public’s craving for more information

and coverage of these sports stars both in terms of on field performance and their

personal lives. Andrews and Jackson highlight the important role that early newspapers

played by saying they “provided a mechanism and forum for the transformation of

notable athletes into nationally celebrated figures: a process of familiarization which

evolved as an effective means of increasing newspaper circulation”. This positive

feedback loop resulted in some of the first nationally recognized athletes including W.G.

Grace, Gwyn Nicholls, and Tod Sloan (Andrews & Jackson, 2001). These athletes played

cricket, rugby union, and horseracing, respectively, which, at the time, were considered

the major sports because national professional leagues had not yet been established.

Diamond Legends

While multiple professional sports leagues are popular today, it was baseball that

took off in America first as early as the mid 1800’s. What started as local teams and

leagues began to grow into professional leagues spanning large geographic areas. As the

structure and rules of the game and leagues were being sorted out, the interest from the

general public began to grow as well (Andrews & Jackson, 2001). By the early 1900’s, as

major newspapers started having sports sections and film segments on sport became

popular, businesses decided it was time to make their move. In 1905, Hillerich and

Bradsby, the makers of the Louisville Slugger baseball bat, agreed to what many believe

was the first endorsement deal with Hall of Famer Honus Wagner (McGhee, 2012).

Rather than being given millions of dollars like athletes are given today, H&B supplied

Wagner with bats that had his name branded on them to use during games (McGhee,

2012). After Wagner’s agreement, other companies got in on the action. Ty Cobb was
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one of the next players to get an endorsement deal in 1907 after just two years of playing

professional baseball (McGhee, 2012). Coca-Cola made him one of their lead

spokespeople and hoped that Cobb would be able to sustain his early success so they

could ride along on his wave of increasing publicity (McGhee, 2012).

The Emergence of Modern Sport Culture

After the invention of the television and its introduction into the American

household in the 1950’s and 1960’s, sport became even more entrenched in society.

Whereas before print, still images, and radio served as the primary sources of information

and entertainment for sports fans, television brought with it the visual motion element

that people had been missing (Andrews & Jackson, 2001). People now had the

opportunity to see for themselves the athletes and games that they had heard so much

about, and the drama and unpredictably that is so enticing and crucial to sport could be

experienced by the fan in their own home. A new wave of sports stars emerged during

this time including Mickey Mantle, Joe Namath, and Arnold Palmer (Andrews &

Jackson, 2001)

It was this time frame that really brought sport and entertainment closer together

as the characters and story lines of sport took on a life of their own. This more complete

connection with sport allowed individuals to develop a more personal relationship with

the teams and their players as the structure and experience lent itself to that system

(Andrews & Jackson, 2001). Whannel describes this mixture of sport and story by saying,

“Sport is presented largely in terms of stars and narratives: the media narratives the

events of sport, transforming them into stories with stars and characters; heroes and

villains” (as cited in Jackson & Andrews, 2001, p. 7). This gave companies even more
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marketing options to work with as players became more humanized in the media and

their personalities and attributes could be used to build connections between them and

consumer products.

Important Celebrity Attributes

While selecting a celebrity as endorser, the company has to decide the

promotional objective of the brand and how far the celebrity image matches with it. The

selection is in fact a collaboration, from which both the company and the celebrity gains.

The most important attribute for a celebrity endorser is the trustworthiness. The

target audience must trust that a celebrity carries a particular image and it must match

with the product.

The second attribute in order of importance is likeability. The celebrity also must

be accepted as a popular icon by a large cross section of the audience.

Companies use celebrity endorser because they are considered to have stopping

power, i.e., a celebrity can be a very useful tool to draw attention to advertising messages

in a cluttered media environment. The overall popular image coupled with exact product-

image match enhances the consumer attention resulting in greater brand recall.

Similarity between the target audience and the celebrity is the third important

attribute. A person well-known in a society can have greater impact than a celebrity of a

different world. If the endorser and receiver have similar needs, goals, interests and

lifestyles, the position advocated by the brand communication is better understood and

received. Similarity is also used to create a situation where the consumer feels empathy

for the person shown in the commercial. The bond of similarity between the endorser and
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the receiver increases the level of persuasiveness. Apart from that, expertise is also

believed to be another important attribute.

Use of Celebrities as Marketing Communications Strategy

According to Erdogan, Use of celebrities as part of marketing communications

strategy is a fairly common practice for major firms in supporting corporate or brand

imagery. Firms invest significant monies in juxtaposing brands and organizations with

endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that

these qualities operate in a transferable way and will generate desirable campaign

outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and

undesirable. Thus, a major question is: how can companies select and retain the 'right'

celebrity among many competing alternatives, and, simultaneously manage this resource,

while avoiding potential pitfalls? This paper seeks to explore variables, which may be

considered in any celebrity selection process by drawing together strands from various

literatures.

Benefits of Using Celebrity Endorsement

Increased attention

Today it is easier for consumer to choose what advertise commercials they want

to see by changing the channel on TV or record TV programs without commercials. It has

become more important for the companies to get consumers attention and get them to

stay and watch the advertisements. (Croft, Dean, and Kitchen 1996). Therefore it is a

good way to use celebrities endorsement because celebrities have the capacity to hold the

viewer’s attention and penetrate the clutter of brief and numerous advertising spots that

complete for audience attention. (Miciak and Shanklin, 1994). Celebrities also makes the
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advertise stand out from the rest and therefore improving the communicative ability by

cutting through excess noise in communication process (ibid).

Celebrity Endorsement : A Strategic Promotion Perspective

Strategic Positioning and effective communication are the two most important

“mantras” guiding brand success in today’s competitive marketing environment.

Corporate are ensuring all possible efforts to promote their brands and to grab the

customer’s mind share. The impetus is on attracting the customer’s attention and

developing positive associations not just to influence recall but also to induce trial and

eventually effect purchase decisions. In a market where advertising plays a vital role in

coordinating consumer purchases, it becomes pertinent for companies to induct all

possible measures to influence motivate and inculcate desire to purchase, in the customer

through an effective advertising campaign. Theory and practice proves that the use of

superstars in advertising generates lot of publicity and attention. (Ohanian, 1991). The

billion of dollars spent on celebrity endorsement contracts show that celebrities like LIZ

Hurley, Britney spears and Tiger woods play an important role in the advertising

industry. (DaneShvary and Schwer, 2000, Kambtsis et al.2002). It is estimated that the

companies in US spent $800 million in 1998 to acquire talent entertainers, athletes and

other high profile personalities -to spot light in advertising, promotion and PR campaigns

(Clark,Hastmann, 2003) In India advertisers pour crores of rupees every year into

celebrity advertising. Think of Sachin Tendulkar -he means PEPSI in soft drinks, Boost

in malted beverages, Fiat Palio in cars, TVS victor in two wheelers, Colgate Total in

toothpaste, Britannia in Biscuits, Visa in credit cards, Airtel in mobile services and many

more brands. The underlying question is if and how the lively interest of the public in
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“ The rich and the famous “be effectively used by companies to promote their brands and

consequently increase their revenues. (Schlecht,2003) As a first step to answer this

question, this paper will examine the relationship between endorsements and brand there

by unearthing risks and returns related to this strategy. In order to draw the relationship

between celebrities, the brands they endorse and the perception of the people related to

the two, models and concepts like source credibility, match up hypothesis ,model of

meaning transfer and multi product endorsement would be discussed. The following

paragraph will give a brief introduction into the topic of celebrity endorsement to provide

a framework for later discussions.

Brand and Advertising Awareness

Awareness measures are used extensively in research as a gauge of brand

performance and marketing effectiveness. The most commonly used are those relating to

brand and advertising awareness. Brand awareness is considered one of the key pillars of

a brand’s consumer-based brand equity (Aaker, 1991). Keller and Davey (2001) describe

building brand awareness as the way of ensuring potential customers know the categories

in which the brand competes. They see brand awareness as the foundation of their equity

model, as all other brand objectives then build on it. Likewise, Rossiter and Percy (1991)

claim that brand awareness is the essential first step in building a brand. Yet while many

authors support the association between brand awareness and buyer behaviour (e.g.,

Assael and Day, 1968; Hoyer, 1984; Nedungadi, 1990; Macdonald and Sharp, 2000) they

have disagreed over the specific measures that should be used. There are three widely

used measures of brand awareness: top of mind, spontaneous and aided. Top of mind, or

the first brand recalled in response to the product category cue, was one of the first brand
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awareness measures to receive attention, emerging as one of the best ‘predictors’ of

choice in Axelrod’s (1968) longitudinal study comparing different measures.

Spontaneous awareness (i.e., unprompted recall of the brand name) and aided awareness

(i.e., recognition of the brand name when prompted) are the other two commonly used

measures. Some researchers have argued that particular measures are more appropriate in

different situations. For example, Rossiter and Percy (1991) argued that when options are

present at the time of purchase (e.g., brands on a supermarket shelf) then aided awareness

is relevant, when they are not, spontaneous awareness should be used. Likewise Lynch

and Srull (1982) distinguish between memory based, stimulus based and mixed (both)

situations where the ability to spontaneously recall or recognize something have differing

importance. Dickson and Sawyer (1990) suggested top of mind awareness is more

relevant when a choice between competing brands is made quickly; they argued this

measure should be applied to low involvement impulse purchases such as most products

in supermarket settings (see also Franzen, 1999).

Celebrity Endorsement in Advertisement

Advertising is any paid form of non-personal communication about organization,

product, service or idea by an identified sponsor. (Belch, George E 1995). To do so

advertisers employ several of marketing techniques and celebrity endorsement is one of

them. The term celebrity refers to an individual who is known to the public (actor, sports

figure, entertainer, etc.) for his or her achievements in areas other than that of the product

class endorsed. (Friedman & Friedman, 1979).Is a person, who has a prominent profile

and commands some degree of public fascination and influence in day-to-day news

media. The term is often denoted as a person with fame and fortune implied with great
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popular appeal, prominence in a particular field, and is easily recognized by the general

public. The term celebrity is associated with individuals who are frequently in the public

eye and typically have a high profile in sports, entertainment industries among others.

They are used to endorse services, products, ideas or organizations (Black Jay et al 1995).

Endorsement is a channel of communication where celebrities act as spokesperson of the

brand and by extending their popularity and personality they certify the brand’s claim and

position, (Kotler, 2009) There is a huge impact of celebrity endorsements among the

consumers through television commercials in India, as Indians like the celebrities a lot

and there is a huge fan following. A consumer that observes messages for two different

firm’s products, one product’s message containing a celebrity endorsed and the other not

believes the celebrity endorsed product will have more purchases and so be of higher

value(Lalitha & C. Kumar, 2010). Celebrity endorsement if used effectively makes the

brand stand out, enhances brand recall and facilitates instant awareness. Celebrity

Endorsement is a way to get the brand noticed amidst the rush that is there in the market

place. Celebrities like film stars and cricketers have not only been successful in gathering

huge public attention, but also in increasing sales volume. For example, Cadbury used

Amitabh Bachchan a celebrity to promote the brand when it went through a bad phase in

India. Soon the advertisement recreated people’s love for the brand and increased

Cadbury’s sale (Joshi & Ahluwalia 2008), (Matrade Chennai , 2005). Celebrity

endorsement has become a prevalent form of advertising. It is reported that 20% of all

television commercials features a famous person (Sam ,1996).In Kenya there are many

celebrities such as Churchill a comedian who endorsed Omo as the best washing powder

on televisions, Ms. Morgan of Tahidi High programme was used to endorse Faulu Bank
 23

and influenced quite a number of people to open accounts, Julie Gichuru a television

news presenter endorsed dettol as the best disinfectant that kills germs effectively and

this has become a household name for many families, Jimmy Gathu media presenter was

used in “Mpango wakando” campaign to stop spread of HIV/Aids, Celina an actress of

Mother in law program endorses harpic and David Rudisha an athlete who endorses use

of Kiwi as the best to use. These products have been selling so much because consumers

want to associate with the celebrities and they want to believe the information that they

give is accurate and true. Celebrity endorsement has been in application from a long time

(Kaikati, 1987), not too late when advertisement techniques were taking on new forms

because advertisers realized soon that by using publicly renowned personalities in

advertisements they will be able to align brands personalities with that of the celebrities.

It is noteworthy that not all the celebrities prove to be successful endorsers, thus making

the selection process more difficult (Giffin, 1967). Advertisers go for a careful selection

of celebrities because if any aspect goes wrong in celebrity endorsement selection

process, the celebrity endorsed advertisement campaign may collapse. These aspects cast

a comprehensive impact upon the customers, as most of the customers prefer those

celebrities who are credible and trustworthy, some like those who are attractive posses

charming physical features, and some consider both of these dimensions. Advertisers also

look for a proper match between the celebrity’s personality and product’s attributes

proves to be successful because the congruence of features from the celebrity and the

product targets the senses of the customer more positively and leads to the development

of favorable perceptions about the brand (Michael,1989), (Ohanin, 1991). This could be
 24

done in form of testimonials, promotions, campaigns or advertisement to ensure that

communication is done to specific target audience respectively (Black Jay et al, 1995).

The Effect of Celebrity Endorsements in Advertising

There is a belief that media have powerful effects on audiences either directly or

indirectly on attitudes, beliefs or behaviors (Elizabeth, 2011). It also affects perceptions

of reality, level of anxiety and many dimensions on the way we think, feel or act. (Black

Jay et al, 1995) Celebrity endorsements in advertising are so common in that it helps

build trust with current and potential customers, increase the chances of the brand being

remembered, and attract a new type of audience. Endorsements also may increase the

consumer's desire for a product. This is often achieved by implying that the particular

celebrity is successful, talented, or attractive at least partly because of the product.

According to (Agrawal& Kamakura, 1995), when a celebrity is paired with a brand, the

image helps shape the image of that brand in the minds of consumers. Most of the

celebrities used help in developing credibility and trust of the product being advertised on

the audience. Many people hold certain celebrities in high regard, so an endorsement of a

product instantly increases the amount of trust the consumer has in the brand.

According to (Miciak&Shanklin1994) this can sometimes work against the brand,

however, if the celebrity starts to receive negative press. When an endorser’s image

becomes tarnished by allegations of illicit, unethical, unusual or unconventionally

behavior might lead to a lower opinion of the celebrity and the brand that is being

promoted. Celebrity endorsers attract supporters as well as funs to try the brand, increase

brand awareness and consumption intentions. Celebrity likeability and congruence

between endorser and the endorsed brand influence predisposition towards the
 25

advertisements, which in turn affect attitude toward the brand purchase intention (Fleck

et al., 2012). The purchase confidence comes from the credibility and profitability

attached to employing a celebrity as an endorser. Effectiveness of the celebrity in

endorsement depends on three constructs of the source including expertise, attractiveness

and trustworthiness. The marketing implication is that marketers need to select celebrities

that are the most attractive and believed to be most entertaining to audience, popular and

talents.
 26

METHODOLOGY

This chapter of the study deals with the research design, hypothesis, source of

data, participants of the study, sampling technique, data to be gathered, data analysis, and

statistical treatment of data.

Research Design

A descriptive study was used to determine celebrity athlete endorsement of

products on the buying behavior of Cavite State University-Cavite City Campus varsity

players. It is designed to facilitate a current situation wherein the researcher would ask

basic questions to identify the preference of the customers in purchasing certain brands of

sport products.

Hypothesis

Celebrity athlete endorsements do not affect the buying behavior of the Cavite

State University-Cavite City Campus’ varsity players.

Source of Data

The primary data of the study was derived through the use of questionnaires based

from the previous study of Jaymie Casaysayan, and Joshly Ignacio, year 2016. It was

revised with conformation to the needs and objectives of the study through the guidance

of the thesis adviser in order to check the validity of the questionnaire.

The secondary data was obtained through the review of related books, journals

and websites in the internet.

 27

Participants of the Study

The participants of this study were the campus varsity players who have

experienced purchasing products that were endorsed by celebrity athlete endorser.

Sampling Technique

The researcher used total enumeration technique. Under this sampling

technique, the researcher looked for the campus varsity players who can be sources of

relevant data for the study.

Data Gathering Procedure

The questionnaire was based from the study of Casaysayan (2016) entitled,

“Factors Considered by Cavite State University Cavite City Campus Student in Choosing

Product Endorsed by Athletes” and study conducted by Ignacio (2016) entitled,

“Common Problems encountered by Varsity Players of Cavite State University-Cavite

City Campus” In gathering the data, the researcher coordinated with the coaches and

presented a letter of intent noted by their thesis adviser and technical critic. In order to

make himself more familiar with the coaches and to its teams, the researcher looked for

campus varsity players in different sports who have purchase their own sports product.

The researcher handed a request letter to the faculty of campus Officer-in-Charge

and coaches for the approval to conduct the survey and gather information needed for the

study and also handed an informed consent that given by the respondents. Data were

collected from the questionnaires answered by the participants. Enough time was allotted

for the participants to respond freely. As soon as they were done in answering. The

questionnaires were collected to ensure the confidentiality of the information gathered.

 28

Statistical Treatment of Data

The frequency count and percentage were used. Statistical calculation presented

as this:

Percentage

Percentage is the rate per hundred parts. These statistical tools were used in

presenting the socio-economic-status of the participants.

𝑓
Formula for percentage:% = 𝑥 100
𝑛

Where:

% = percentage

f = frequency

n = total number of participants

Weighted Mean

The statistical were used in presenting the data on the last part of the

questionnaire which measure the influence of celebrity athlete endorsement of products

on the buying behavior of Cavite State University-Cavite City Campus Varsity Players.

Σ𝑓𝑥
Formula for weighted mean:×=
𝑛

where:

x = weighted mean

∑ = summation

n = total number of respondents

 29

The conversion of weighted means into verbal interpretations were set as follows:
SCALE WEIGHTED MEAN VERBAL
INTERPRETATION

4 4.00 – 3.25 Highly Influential

3 3.24 – 2.50 Moderately Influential

2 1.75 – 2.49 Slightly Influential

1 1.74 – 1.00 Not Influential

 30

RESULTS AND DISCUSSION

This chapter presents the analysis and interpretation of data. Data were gathered

through survey questionnaire and personal interviews with the Cavite State University-

Cavite City Campus varsity players.

Demographic Profile of the Participants

Shown on this section is the demographic profile of the participants of the study

in terms of age and gender. This study was able to survey campus varsity players. The

researcher determined their demographic profile as described below.

The participant’s profile in terms of age is shown in Table 1. Majority of the

participants were aged 18 to 22 years with a frequency of 134 or 87 percent; followed by

age of 23 to 27 with a frequency of 20 or 13 percent; aged 28 and above with a zero

frequency or percent.

Table 1. Distribution of the participants according to age

AGE FREQUENCY PERCENTAGE
18 to 22 years old 134 87.01
23 to 27 years old 20 12.99
28 and Above 0 0.00
TOTAL 154 100.00

Table 2 shows the distribution of the participants according to their sex. This table

reveals that majority of the participants were males with the frequency of 78 or 50.65

percent and males with the frequency of 76 or 49.35 percent. The total population of

Cavite State University-Cavite City Campus varsity players are 154. This confirms that
 31

there were more male compared to female varsity players in Cavite State University-

Cavite City Campus.

Table 2. Distribution of varsity players according to sex

SEX FREQUENCY PERCENTAGE

Male 78 50.65

Female 76 49.35

TOTAL 154 100.00

The participant’s profile in terms of monthly Family income is shown in Table 3.

Most of the participants were having a monthly family income of P5, 001 to P10, 000

with a frequency of 54 or 35.06 percent. It is followed by P10, 001 to P15, 000 and P5,

000 and below with a frequency of 50 or 32.47 percent each out of 154 participants.

It is indicated in Table 3 that families of 50 participants were earning a P5, 0001 to

P10, 000 in monthly income. According to Statista (2017), more athletes spent on sport

shoes more about 7.32 percent out of 100 spent over 500 U.S dollars on sport shoes for

the previous years. According to one participant, buying expensive shoes can make sure

to have a longer durability.

Table 3. Distribution of the participants according to monthly family income

MONTHLY INCOME FREQUENCY PERCENTAGE
P5,000 and below 50 32.47
P5,001 to P10,000 54 35.06
P10,001 and Above 50 32.47
TOTAL 154 100.00
 32

Table 4 shows the distribution of the participants according to where they

commonly encountered celebrity athlete endorsers. The highest was television with the

frequency of 124 or 80.52 percent. It is followed by internet with 30 participants or

19.48.

Most of the television channels are now using celebrity endorsers to promote

brands (Erdogan et al., 2001). The increase in popularity of celebrity endorsement can be

attributed to the ability to grab audience’s attention thus giving entrepreneurs a better

chance for communicating message to consumers. The use of celebrities is believed to

help consumers remember the message of the advertisement and the brand name the

celebrity is endorsing, enables to create the personality of a brand because when a

celebrity is paired with a brand, this image helps shape the image of that brand in the

minds of consumers (Agrawal & Kamakura, 1995). If negative information about either

entity is displayed on media may result in a damaged consumer evaluation of both

entities. Mass media can influence at both personal and public level in that at a personal

level, the mass media may provide information and models that stimulate changes either

positive or negative in behavior. At the public level the mass media may also create

awareness about issues among policy makers and thus may contribute to changing the

context in which people make choice (Black Jay et al, 1995).

 33

Table 4. Distribution of the participants where they commonly encountered celebrity

_______ endorsers
ADVERTISEMENT FREQUENCY PERCENTAGE
Television 124 80.52
Internet 30 19.48
TOTAL 154 100.00

Table 5 shows the distribution of the participants according to the sports of the

participants. The highest rank was basketball with 29 participants; followed by

football/futsal with 25 participants; volleyball with with 24 participants; softball with 12

participants; athletics with 12 participants; footsal with 11 participants; sepak takraw with

10 participants; table tennis with 9 participants; swimming with 9 participants; chess with

8 participants; badminton with 6 participants; lawn tennis with 4 participants; combative

sports with 4 participants; and billiard on as the lowest with two participants.

According to Stephen Williams (2003) sports being defined as an active past time is

an activity that involves physical, mental, and also emotional participation. The physical

aspect helps in the health in fitness of a person or of an athlete. Being involved in sports

helps create a healthy lifestyle, a way of sustaining a well-conditioned body that could

keep up with the physical needs of a certain sport.

 34

Table 5. Distribution of the participants according to their sports

SPORTS FREQUENCY RANK
M F
Basketball 15 14 1
Football/Futsal 14 11 2
Volleyball 13 11 3
Softball 0 12 4
Athletics 6 6 5
Sepak Takraw 5 5 6
Table Tennis 5 4 7
Swimming 5 4 8
Chess 4 4 9
Badminton 3 3 10
Lawn Tennis 4 0 11
Combative Sports 3 1 12
Billards 2
TOTAL 154

Table 6 shows the distribution of the participants according to what products have

purchased endorsed by an athlete. The highest rank was clothes with 74 participants;

followed by foot wear with 63 participants; followed by beverages with 43 participants;

followed by vitamins with 7 participants; and food as the lowest with two participant.

According to Izea Inc (2017) celebrity endorsement are always appealing because

we love to imagine that we can come close to their worlds if we only use the products

they promote.
 35

Table 6. Distribution of the participants according to the brand purchased by the

________participants
PRODUCTS FREQUENCY RANK
M F
Clothes 41 33 1
Footwear 33 30 2

Beverages 28 15 3

Vitamins 4 3 4

Food 2 5

TOTAL

Table 7 shows the distribution of the participants according to who among the local

and international celebrity endorsers influence the participants most to buy sports

products. The highest rank in the local and international celebrity athlete was Alyssa

Valdez with 123 participants; Stephen Curry with 98 participants; Michael Jordan with

43 participants; Kevin Durant with 15 participants, Kobe Bryant with 12 participants;

Jeron Teng with eight participants; Manny Pacquiao and Tiger Woods with four

participants and Michael Phelps with one participants.

According to Lerry White (2014), in an industry where endorsements say a lot

about a celebrity's influence, it can be assumed Alyssa Valdez is on the top of the

ranking. Alyssa was a two-time most valuable player in UAAP. We round up all the

brands that love and support her in this infographic to prove that Alyssa Valdez is

becoming the most influential athlete at the moment.

 36

Table 7. Distribution of the participants according to who local and international celebrity
_______endorser the participants most to buy sports products
CELEBRITY FREQUENCY RANK
ENDORSER M F
Alyssa Valdez 41 81 1
Stephen Curry 64 34 2
Michael Jordan 43 0 3
Kevin Durant 13 2 4
Kobe Bryant 11 1 5
Jeron Teng 5 3 6
Tiger Woods 4 0 7
Manny Pacquiao 3 1 8
1 9
Michael Phelps
TOTAL

Table 8 shows the distribution of the participants according to the frequency of

consumption or purchase of sport products being used by the participants. Majority of the

participants purchases sport products monthly with 96 participants or 62.34 percent. It is

followed by bi-monthly with 40 participants or 25.97 percent, followed by quarterly with

7.14 percent, followed by semi-annually and weekly with 1.95 percent, followed by

annually with 0.65 percent, out of 154 participants.

According to the result of the survey majority of the participants preferred to buy

sport products every month. The consumption of their sport apparels is very quick. So

that, majority of them preferred to buy each of sport products every month.

According to (Agrawal&Kamakura, 1995) consumers in United States purchased

sports apparel, sports shoes and/or sports equipment and gear, 13.7 percent said that they

purchase sports apparel, sports shoes and/or sports equipment and gear once every month.
 37

Table 8. Distribution of the participants according to the frequency of consumption ____

______ or purchase of products
FREQUENCY OR FREQUENCY PERCENTAGE
CONSUMPTION
Daily
Weekly 3 1.95
Monthly 96 62.34
Bi-monthly 40 25.97
Quarterly 11 7.14
Semi-annually 3 1.95
Annually 1 0.65

TOTAL 154 100.00

Table 9 shows the distribution of the participants according to the reasons in

purchasing sport products wherein the highest mean is 4.01. It means that the most

accepted reason of participants in purchasing products is the familiarity of celebrity

endorser; followed by attractiveness and expertise of the endorsers with 3.97; followed

by truthfulness of the information given by the celebrity and celebrity affects their

personality with 3.95; as the lowest which is the similarity between oneself and the

celebrity with 3.84.

According to Boyd and Shank (2004), even though many celebrities used to

endorse different products, not all of them are well-known by consumers-consumers may

not be familiar with some celebrities. Celebrities who are popular and well-known

portray different images through their professions, media presence, and lifestyles. Based

on those images, consumers attribute certain values to those celebrities. For instance,

celebrities like Paris Hilton or Britney Spears might be perceived as valuing fun and

enjoyment in life; sports celebrities, like David Beckham or Serena Williams might be
 38

associated with success-related values; and celebrities with kids and family lives, like

Catherine Zeta Jones and Angelina Jolie, might be associated with external values. When

consumers are not familiar with a celebrity, they do not have any pre-established thoughts

or feelings to associate the celebrity with a particular value. In this case, they look for any

clues presented in the ad. This situation presents companies with an opportunity to

manipulate that celebrity’s values and introduce the celebrity’s values as congruent with

the values of 34 the endorsed product. Familiar celebrities will be more effective in

generating favorable responses on the cognitive component, attention, the affective

component, attitude towards the brand and the conative component, behavioral intentions

when both celebrities are associated with the same value.

Table 9. Distribution of the participants according to the reasons in purchasing

_________sport products.

REASONS MEAN RANK

Familiarity of the celebrity 4.01 Highly Influential

Attractiveness of celebrity
3.97 Highly Influential
endorser
Truthfulness of the
information given by the 3.95 Moderately Influential
celebrity endorser
Expertise of the celebrity 3.97 Highly Influential
Similarity between yourself
and the celebrity 3.84 Slightly Influential

Celebrity endorser affects 3.95 Highly Influential

their personality
GRAND MEAN 4.01 Highly Influential
 39

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter presents the summary of findings based on the result of the study;

thus every table has an analysis and interpretation and the conclusion are drawn for

recommendations.

Summary

This study was conducted from February 2017 to May 2018 Cavite State

University-Cavite City Campus. The general purpose of this study was to determine the

celebrity athlete endorsement of products on the buying behavior of Cavite State

University-Cavite City Campus varsity players. Specifically, this study aimed to: 1.

determine the socio-demographic profile of the customers of products; 2. determine the

athlete media exposure; 3. determine the sports preferred by most of Cavite State

University-Cavite City Campus varsity players; 4. determine the local and international

endorsed most liked by the Cavite State University-Cavite City Campus varsity players;

5. determine the frequency of consumption or purchasing product of the participants; 6.

assess the level of influence in using celebrity endorser of products in the brand

preference of the customers.

The descriptive survey method was used with questionnaire and interviews as

instruments to gather primary data and information needed. The researcher used total

enumeration technique. Under this sampling technique, the researcher looked for

qualified participants who can be the source of the data for the study. Under this sampling

technique, the researcher looked for the campus varsity players who can be sources of

relevant data for the study.

 40

Results revealed that majority of the participants belonged to the age range of 18

to 22 years old with frequency of 134 or 87.01 percent; male with the frequency of 78 or

50.65 percent; and had monthly income that ranged from P5,001 to P10,000 with a

frequency of 54 or 35.06 percent. According to the products they use, clothes got the

highest frequency of 74. The most them preferred to play basketball with frequency of

29.

Regarding to the frequency of consumption or purchase of products, majority of

them preferred to buy sport products on a monthly basis with the frequency of 96 or

62.34 percent. The most effective source of information or advertisement is through

television with a frequency of 124.

For the local and international celebrity endorsers of sport products who

influenced the participants, majority of them chose Alyssa Valdez with frequency of 123

participants. Based on their reason in purchasing products, familiarity of the celebrity got

the highest mean of 4.01 and this was described as highly influential.

Conclusion

Based on the summary of findings, the following conclusions were drawn:

All participants are female; belong to age bracket of 18 to 22 years old; male and

have a monthly income of P5,001 to P10,000. For the sources of information about the

products, most learned from the television advertisements and they buy the product due

to the familiarity of the celebrity. They preferred to buy clothes.

The participants preferred to products monthly in a monthly basis.

In local celebrity endorsers, majority of them said that Alyssa Valdez is the most

influential in endorsing sport products.

 41

Therefore, with the above findings and conclusions, the researcher rejected the

null hypothesis. As proven by the result of the study, celebrity has the influence on the

buying behavior of Cavite State University-Cavite City Campus Varsity Players.

Recommendations

Based on the findings and conclusions above, the researcher comes up to the

following recommendations:

To the varsity players, they should select a better type of brand in terms of the

quality of the product not based on the brand and the formality of the endorser of

products they want to buy. The users of products can use the 4p’s in selecting a better

brand. The abundance of in-store samples provides customers with the freedom to try any

and all products before making a purchase. The location should be accessible; the price

should be based on the type of the product. The user must be aware of false advertising

before buying or purchasing products.

To the marketing students who are using and/or buying sport products, they must

be aware in choosing a better type of product not only because of the celebrity’s physical

appearance but also in celebrity’s attitude.

Future researchers may conduct a related study. This study can share information

about the celebrity athlete of product on the buying behavior of varsity players and

related topics to help athletes to select a better type of brand of products.

 42

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 44

APPENDICES
 45

Appendix 1

Research Instrument
 46

Appendix 2

Informed Consent
 47

Appendix 3

Gantt Chart of Activities

 48

Appendix 4

ERB Certification
 49

Appendix 5

RD Forms
 50

Appendix 6

Evaluation Forms
 51

Appendix 7

Resume of the Researcher

 52

Appendix 8

Routing Slip
 53

Appendix 9

English Critic Certification