Famous International Footballers as Nike Brand Endorsers and Their Influence on South African Consumers' Purchase Intentions

Abstract

The real-world and research problem that this study hopes to solve is that there is little to no understanding of how Nike’s use of famous international footballers as brand endorsers influences South African consumers’ perceptions, attitudes and purchase intentions of Nike. According to Francis and Yazdanifard (2013), celebrity endorsement is a key marketing strategy as celebrities are the most influential icons that people look up to and admire. This study can provide value for a number of parties such as Nike, South African consumers and brands operating in the South African market. The theoretical framework upon which this study is based is the balance theory. Semi-structured interviews were used to conduct the research. Six participants were interviewed and their answers helped answer the research questions and solve the research problem. The major key finding from the research is that Nike’s use of famous international footballers as brand endorsers does, in fact, positively influence South African consumers’ perceptions, attitudes and purchase intentions of Nike.