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Sports’ Celebrity Endorsement and Consumer Buying Behavior About Soft Drinks in Pakistan

Author

Listed:
  • Muhammad Waqas Farooq

    (Ph.D. Scholar, Business and Management Sciences Department, Superior University, Lahore, Pakistan)

  • Amima Anwar

    (Ph.D. Scholar, Business and Management Sciences Department, Superior University, Lahore, Pakistan Skill, Socio-Economic Status & Family Welfare: Employment-Specific on Job Training in Pakistan's Informal Sector)

  • Faiza Nawaz

    (M.Phil. Business and Management Sciences Department, Superior University, Lahore, Pakistan)

  • Azeem Asghar

    (Ph.D. Scholar, Business and Management Sciences Department, Superior University, Lahore, Pakistan)

Abstract

This study aimed to examine two key research objectives: (i) the impact of sports celebrity endorsements on the consumer buying behavior and their involvement in sports, and (ii) the role of consumer purchase intention as a mediator between sports celebrity endorsements, consumer buying behavior, and sports involvement. This study adopted an explanatory approach, utilizing a self-administered questionnaire to gather data. Participants included a diverse group from Lahore, such as students, local athletes, business professionals, and other working-class individuals, with a total sample size of 350. The study employed non-probability convenience sampling. For data analysis, SPSS-Amos software was used, applying structural equation modeling (SEM) to explore the relationships between the proposed hypotheses. The results revealed that (i) sports celebrity endorsements had a positive and significant effect on both consumer buying behavior and sports involvement, and (ii) consumer purchase intention acted as a partial mediator in the relationship between sports celebrity endorsements, consumer buying behavior, and sports involvement. Future research could expand on these findings by conducting similar studies in other regions and cities within Pakistan, using a longitudinal approach to data collection. Additionally, future studies could target specific demographic groups, such as particular age ranges, genders, or consumers of different product categories.

Suggested Citation

  • Muhammad Waqas Farooq & Amima Anwar & Faiza Nawaz & Azeem Asghar, 2024. "Sports’ Celebrity Endorsement and Consumer Buying Behavior About Soft Drinks in Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 1162-1172.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:2:p:1162-1172
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    References listed on IDEAS

    as
    1. Jay Trivedi, 2020. "Effect of corporate image of the sponsor on brand love and purchase intentions: The moderating role of sports involvement," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 30(2), pages 188-209, April.
    2. Karuna Krishna Gauns & Subhash Kizhakanveatil Bhaskaran Pillai & Kaustubh Kamat & Ruey Feng Chen & Ling-Chen Chang, 2018. "Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 45-58, January.
    3. Daniel Roos & Rüdiger Hahn, 2019. "Understanding Collaborative Consumption: An Extension of the Theory of Planned Behavior with Value-Based Personal Norms," Journal of Business Ethics, Springer, vol. 158(3), pages 679-697, September.
    4. Khalid, Muneeba & Siddiqui, Dr.Danish Ahmed, 2018. "Impact of celebrity endorsement on consumer buying behavior towards beauty soap in Karachi city," MPRA Paper 89161, University Library of Munich, Germany, revised 17 Sep 2018.
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