Posted: February 16th, 2015

Impact of celebrity endorsement in sports industry on students (customers aged 18-26) in the UK

Project description
Dissertation

Aim: to investigate the impact of celebrity endorsement (both positive and negative, the case of negative publicity) in sportswear industry on students aged 18-26

Objectives: 1) explore attitudes towards sports brands endorsed by celebrities
2) identify attitudes towards unendorsed brands
3) evaluate students (18-26) reactions to negative publicity of celebrities and its effects on the endorsed brand
4) formulate the overall effect celebrity endorsement has in the sports industry on students.

Dissertation

Introduction
Background
Research focus
Aims and objectives
Research value

Literature review

Research methods (please use methods that are available for students)
Findings and discussion

Conclusion
Summary of findings
Recommendations
Limitations
Concluding remarks
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