Short answer
When developing marketing strategies for athletic footwear, consider the synergistic effect of a well-chosen, credible celebrity endorser and the overall brand image, while also acknowledging the influence of social pressures.
- Field
- Innovation & Markets
- Source
- Jurnal Dinamika Manajemen (2023)
- Method
- Quantitative research using Structural Equation Modeling (SEM).
- Sample
- 231 respondents
- Evidence
- Strong effect
Positive associations with a celebrity endorser and the brand itself, influenced by social perceptions, directly increase consumers' likelihood to buy specific branded basketball shoes. This innovation & markets research insight is drawn from a 2023 study published in Jurnal Dinamika Manajemen. Using Quantitative research using structural equation modeling (sem). with 231 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When developing marketing strategies for athletic footwear, consider the synergistic effect of a well-chosen, credible celebrity endorser and the overall brand image, while also acknowledging the influence of social pressures.
Celebrity Endorsements Significantly Boost Purchase Intent for Branded Basketball Shoes
Positive associations with a celebrity endorser and the brand itself, influenced by social perceptions, directly increase consumers' likelihood to buy specific branded basketball shoes.
Jurnal Dinamika Manajemen · 2023
Key Findings
- 01Attitudes towards Kobe Bryant as an endorser positively influence purchase intentions.
- 02Attitudes towards the Nike brand positively influence purchase intentions.
- 03Subjective norms positively influence purchase intentions.
- 04The combined factors significantly predict purchase intentions.
Application
Design takeaway
When developing marketing strategies for athletic footwear, consider the synergistic effect of a well-chosen, credible celebrity endorser and the overall brand image, while also acknowledging the influence of social pressures.
How to apply
When launching a new line of athletic shoes, identify a celebrity whose persona aligns with the brand's values and the product's performance attributes. Simultaneously, cultivate a strong brand narrative and consider how to tap into social trends or peer influence.
Project actions
- 01When selecting an endorser for your design project, consider their credibility and alignment with the product.
- 02Investigate how social trends or peer opinions might influence the adoption of your designed product.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (SEM) to analyze complex relationships.
- +Collects primary data directly from the target consumer group.
Limitations
The findings might not apply to products where celebrity endorsement is less relevant or to cultures with different social dynamics.
Reliability & validity
The use of SEM and a structured questionnaire likely contributes to good internal validity. Reliability would depend on the consistency of responses to the questionnaire items.
Think critically
To what extent does the personal reputation of an endorser, separate from their association with the product, influence purchase decisions?
Design Principles
"Leverage credible endorsements and positive brand associations, amplified by social influence, to cultivate consumer purchase intent."
This research highlights the potent impact of celebrity endorsements and subjective norms on consumer behavior within the athletic footwear market. Designers and marketers can leverage this understanding to strategically select endorsers and craft campaigns that resonate with target audiences, ultimately driving product adoption and brand loyalty.
What This Means for Your Design
If a famous athlete is associated with a shoe brand, and people think that athlete is cool and that the brand is good, and their friends also approve, they are more likely to want to buy those shoes.
How to use in your project
- 1.Reference this study when discussing the marketing or branding strategy for a product, particularly if it involves endorsements or targets a specific social group.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that the effectiveness of product marketing is significantly influenced by the credibility of celebrity endorsements and prevailing subjective norms. For instance, a study on Nike basketball shoes found that positive attitudes towards endorser Kobe Bryant, the Nike brand, and social perceptions collectively boosted consumer purchase intentions, underscoring the importance of a holistic approach to branding and promotion in product design.
Source
Jurnal Dinamika Manajemen
The Influence of Kobe Bryant as an Endorser and Subjective Norms on Consumer Purchase Intentions for Nike Basketball Shoes
journal · 2023
View sourceRelated studies
Questions About This Research
- What does the research say about celebrity endorsements significantly boost purchase intent for branded basketball shoes?
- When developing marketing strategies for athletic footwear, consider the synergistic effect of a well-chosen, credible celebrity endorser and the overall brand image, while also acknowledging the influence of social pressures. Evidence: Jurnal Dinamika Manajemen (2023).
- Why does "Celebrity Endorsements Significantly Boost Purchase Intent for Branded Basketball Shoes" matter for design?
- This research highlights the potent impact of celebrity endorsements and subjective norms on consumer behavior within the athletic footwear market. Designers and marketers can leverage this understanding to strategically select endorsers and craft campaigns that resonate with target audiences, ultimately driving product adoption and brand loyalty.
- How can designers apply this research?
- When developing marketing strategies for athletic footwear, consider the synergistic effect of a well-chosen, credible celebrity endorser and the overall brand image, while also acknowledging the influence of social pressures.
- What were the main findings?
- Attitudes towards Kobe Bryant as an endorser positively influence purchase intentions.. Attitudes towards the Nike brand positively influence purchase intentions.. Subjective norms positively influence purchase intentions.. The combined factors significantly predict purchase intentions.
- What research method was used?
- Quantitative research using Structural Equation Modeling (SEM). with 231 respondents.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Jurnal Dinamika Manajemen.
- What should I do differently in my next project?
- When launching a new line of athletic shoes, identify a celebrity whose persona aligns with the brand's values and the product's performance attributes. Simultaneously, cultivate a strong brand narrative and consider how to tap into social trends or peer influence.
- What are the limitations?
- The study focused on a specific demographic and geographic location (Indonesians familiar with Kobe Bryant and Nike but not yet purchasers), which may limit generalizability to other markets or consumer segments.