Abstract:
The real-world and research problem that this study hopes to solve is that there is little to
no understanding of how Nike’s use of famous international footballers as brand endorsers
influences South African consumers’ perceptions, attitudes and purchase intentions of Nike.
According to Francis and Yazdanifard (2013), celebrity endorsement is a key marketing
strategy as celebrities are the most influential icons that people look up to and admire. This
study can provide value for a number of parties such as Nike, South African consumers and
brands operating in the South African market. The theoretical framework upon which this
study is based is the balance theory. Semi-structured interviews were used to conduct the
research. Six participants were interviewed and their answers helped answer the research
questions and solve the research problem. The major key finding from the research is that
Nike’s use of famous international footballers as brand endorsers does, in fact, positively
influence South African consumers’ perceptions, attitudes and purchase intentions of Nike.
