The influence of celebrity endorsement on Nike brand football shoes (a case study at Xyz football store)
The primary objective of this thesis is to analyze the impact of the celebrity endorsement on brand image Nike football towards consumers XYZ football store. The second purpose of this thesis is to identify what factors that contribute the success of Celebrity Endorsement. Choosing a celebrity to endorse the product is quite easy but to set up a strong association between the product and the endorser is difficult, does it effectively stimulus the brand image or not, and if yes which variable of it has the most significant impact on brand image. That was done by giving out the customers of XYZ football stores questionnaires and process the data using analysis software such as SPSS and AMOS. And it has been concluded that Celebrity Endorsement does strongly impact on brand image. This thesis has provided some recommendations for XYZ football store and Nike?├ç├ûs company to selective choosing the right celebrity to endorse the brand.
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