スポーツマネジメント研究
Online ISSN : 2185-0313
Print ISSN : 1884-0094
ISSN-L : 1884-0094
研究資料
アスリートによるエンドースメントの概念の検討
備前 嘉文
著者情報
キーワード: 商品推奨, 購買行動, 有名人
ジャーナル フリー

2012 年 4 巻 1 号 p. 17-29

詳細
抄録

The use of famous athletes in advertisement by companies for promoting products is especially widespread. These athletes are not the only “endorsers”, rather, people who make agreements with companies and promote products in advertisements are also called endorsers. It is said that companies use many athletes as endorsers because they expect to accomplish a number of marketing objectives, such as capturing consumers' attention, building a positive image of a product, and increasing consumers' purchase intentions. However, a focus on the concept of endorsement by athletes alone has not been clarified yet. The purpose of this paper is to discuss and clarify athlete endorsement from several points of view. To do so, this paper will first examine the definition of “athlete endorsement”, and then review how athletes influence consumers' purchase behaviors as endorsers. Finally, it will consider the unique features of athlete endorsement towards the end of the paper.

著者関連情報
© 2012 日本スポーツマネジメント学会
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