Athlete Endorsements and Consumer Behavior
Date
2-19-2025
Faculty Mentor
Allen Gilbert, Kinesiology; Gregor Kay, Kinesiology
Files
Submission Type
Conference Proceeding
Location
1:00-1:10 pm | Houston Cole Library, 11th Floor
Description
Athlete endorsements are the use of an athlete in a form of advertisement or promotion to promote a product or service. There has been an increase in the amount of athlete endorsements in the media which has been used to build positive brand images and perceptions for companies. Consumer behavior is the study of individuals, groups or organizations and the process of how they select, secure, use, and dispose of ideas, products, or services. The overuse or constant use of athlete endorsements can potentially have the opposite intended effect due to overexposure which can lead to ineffective advertisements. The objective is to examine the effects that the increase in athlete endorsements have on consumer behavior.
Keywords
student research, kinesiology
Rights
This content is the property of Jacksonville State University and is intended for non-commercial use. Video and images may be copied for personal use, research, teaching or any "fair use" as defined by copyright law. Users are asked to acknowledge Jacksonville State University. For more information, please contact digitalcommons@jsu.edu.
Disciplines
Exercise Science
Recommended Citation
Jones, Michelle, "Athlete Endorsements and Consumer Behavior" (2025). JSU Student Symposium 2025. 19.
https://digitalcommons.jsu.edu/ce_jsustudentsymp_2025/19
