Consumer Perception of Celebrity-Endorsed Sports Goods and Its Impact on Purchase Decision

Abstract

Consumer Perception of Celebrity-Endorsed Sports Goods and Its Impact on Purchase Decision

Celebrity endorsement has become a widely used marketing strategy in the sports goods industry to influence consumer attitudes and buying behaviour. This study examines consumer perception of celebrity-endorsed sports goods and its impact on purchase decision. The research focuses on key perceptual dimensions such as celebrity credibility, attractiveness, expertise, and brand–celebrity fit, and evaluates how these factors shape consumer trust, brand image, and purchase intention. Data were collected from consumers using a structured questionnaire and analyzed through descriptive statistics and inferential techniques. The findings reveal that positive consumer perception of celebrity endorsers significantly enhances purchase decision by improving brand recall, emotional connection, and perceived product quality. The study concludes that effective alignment between the celebrity and the sports brand plays a crucial role in influencing consumer buying behaviour and offers practical insights for marketers in designing impactful endorsement strategies.