Sports Celebrities Endorsements and Consumers' Purchase Intentions Dissertation

Sports Celebrities Endorsements and Consumers' Purchase Intentions - Dissertation Example Sports occupy a larger portion of the importance of a human being’s life and its social existence. With the increasing global reach of the individuals and with the rising degree of influence of different nation over the others, a number of types of sports get included into the vast kinds of sports. Also, with the ever increasing consciousness of the individuals regarding their health and ways to secure good health rising number of people are resorting to adopting the ‘sporting habit’. Sport has become one of the most interesting activities of the recent times and in a similar way the sports persons have become increasingly popular with the public. The extent of popularity and influence of the sportspersons have given them the stature of stars and celebrities. Cashmore (2002) explains the concept of celebrities as someone who has a very prominent public profile which has a certain degree of public fascination and even which influences the day-to-day media. Celebrit y is someone who enjoys huge public attention and who has a greater influence on the public lives. The popularity among the public makes them a great medium through which communication with perfect agenda could be delivered. Thus they become great mediums for advertising the products and services, because it adds credibility to it. This research paper makes a detailed study about the impact of sports celebrities’ endorsements on consumer purchasing behavior. 1.2: Research Aim This particular research paper was decided upon with the aim of studying the impact of sports celebrities’ endorsements on the purchasing intentions of the consumers in Singapore. Such an aim was specifically chosen because of the increasing popularity of the sportsperson and even due to the increasing popularity of a wide number of sports. The fact that the sportsperson have a larger appeal to the public makes it all the more important to assume that their endorsements will also be purchased by t he public. 1.3: Research Objectives The following are the set of objectives decided for this paper: To discover how motivated Singaporean consumers are buying products that are celebrity-endorsed compared to products that are advertised using other advertising tools To examine which gender are more influenced by celebrity-endorsed products To examine whether the impact on purchase intention of celebrity-endorsed products varies across age groups To examine the likelihood of Singaporean consumers boycotting a celebrity-endorsed product because of socially unacceptable behaviors engaged by the celebrity. 1.4: Research Questions The research questions are as follow: 1. What is the impact of sports celebrities’ endorsements on the buying behaviour of consumers in Singapore? 2. What is the impact of sports celebrities endorsements compared to other advertisements methods? 1.5: Summary The very first chapter of this research paper of this research paper introduces the topic, marks its relevance in the present market scenario and highlights its importance. The aims and objectives of this research paper are being clearly mentioned in the very first chapter. The next chapter presents an analysis of the relevant literature that will further help in achieving the proposed research objectives

Power and Organisations Essay Example | Topics and Well Written Essays - 2250 words

Power and Organisations - Essay Example But this management style does not fit other types of employees. Other types of subordinates prefer their heads or supervisors to be more lenient with them and to allow them room to finish assigned tasked in the best way the subordinate thinks he or she could finish the job faster. The employees feel like human beings whenever their opinions or suggestion and even complaints are taken into account by their superiors. Alternative Ways of Behaving. Management should apply different styles of management in order to fit each kind of individual employee. Strictness and penalties can be applied to lazy employees and awards and promotion could be given to employees who love to conquer challenges in return for the awards, citations and promotions given. Management could also implement a mixture of strict management policy for some line employees and also implement a soft management stand of giving the employees a wider room to navigate in order for the employees to better accomplish, in terms of quality and quantity, all tasks assigned beforehand to the subordinates (the sales managers, unit managers and the financial advisors) Less strictness will also lessen the subordinates' resentment or resistance to power imposed on them. Program Evaluation Review Technique. ... in this case, the financial advisors report directly to the unit managers and the unit managers are loyal to the sales managers who has a very harmonious working relationship with the unit managers and the financial advisors, the sale manager who is revolting against the strict management policy of the general manager has won the hearts and minds of the employees and enticed them to leave the company.In economics, some people prefer to be insulted and they are willing to swallow their pride and even their person than to resign from the job where they are not happy. This is because they cannot feed their family with their pride. Other persons prefer to resign from a company when their pride is hurt. Still other persons are so strong willed that they confront the management and ask for leniency or a little more space in order for the employee to move around more freely. This space will result to more happy employees and happy employees do better jobs. (Dilworth, 1993) Some employees, though, will not follow the sales manager's offer to resign from the company because these types of employees love the strictness being implemented by top management. Range and Application of theoriesIn the Critical path management concept, the financial advisor will submit his work to the Unit manger that then does some analysis and interpretation and then gives the final report to the sales manger. The sales manager then gives his sales department's summary report to the general manager who is strict in this case. If the financial advisor is lazy then the work of the unit manager will lag behind resulting to work delays of the sales manager and the general manager. (Raiborn et al., 1993)Using exchange theory, the subordinates (financial advisors, unit managers