Abstract:
The fight for market share in saturated industries has put immense pressure on
marketing campaigns and how they can be made as effective as possible. The use of
celebrity endorsers has become an increasingly popular marketing method for brands
to increase their brand equity (Ahmed & Ashfaq, 2013). However, how does a
business choose the right celebrity influencer for their brand and how important is this
alignment? This research study aims at gaining an understanding of consumers
perceptions of celebrity endorsers and the brand equity of the endorsing brand, with
specific reference to Cristiano Ronaldo’s endorsement of Nike. Data was collected
from participants who partook in an in-depth online interview involving open-ended
questions that were constructed in relation to David Aaker’s model of brand equity.
The most significant findings of this research study is that consumers need to be able
to associate themselves with the celebrity endorser in order for them to be effective.
The research also found an agreement with celebrity endorsers and their contribution
towards the awareness of their endorsing brand.
