The influence of sports sponsoring strategy "using sports celebrity images and sponsoring sports events on Company brands" (Research Paper Sample)

Impacts of Sports Sponsoring Strategy on Firm Brands
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1.0 Abstract
The concept of athlete sponsorship has evolved as a familiar marketing component for companies conducting business in the generation of the Millennia’s. Based on this, it is insightful to mention that athletes have become a part of organizations communication marketing mix today. The assumption to most brands using this strategy is that athletes are revered celebrities in society and that they can, therefore, use their public reputations on social media platform to directly interact with consumers and in consequence influence their purchasing behaviors. This reasoning is coupled with the fact that the level of popularity of sports celebrities is continually increasing in public because of the global rise of people passionate about sports. In this specific research, the investigators' focus is shaped by four major research questions which include;
1 To pinpoint the acuities that influence organizational brands to use sports celebrities in their marketing strategies.
2 To identify the perceptions of people towards sports sponsoring and brand celebrity endorsements on businesses.
3 To find out the impacts of brand celebrity endorsements on consumer purchase decisions.
4 How do social media integrate with sports sponsoring to influence consumer purchase decisions?
Besides, the researcher tests the hypothesizes that;