Advertisement model based upon credibility can affect customers in a positive way. Most of advertisements we have seen till now have depended on limited number of popular stars in many cases, thereby causing confusion and doubts in the minds of customers.
However, sports star can help in building credibility because their popularity is based upon real competition. And also the importance of sports is getting bigger and bigger as means of corporate promotion. As sports marketing proliferates, advertisements using sports stars are gaining more and more significance in the area of sports marketing. At this stage, we need more theoretical and strategic approach about this.
And as part of efforts, this study looks into the difference between sports star and other celebrities in their influence in an advertisement. It will be also covered how people's sports involvement could affect the effect of the ad and how a certain preference for sports star could affect the effect of the ad. Also covered through the study is which kinds of products show the highest level of influence from using sports stars in an advertisement. And consistency advertisement model's personality between advertised brands' would affect the advertising effect.
The data for this study have been collected from a survey of 210 high school students, and factor analysis, simple regression and multiple regression and etc. are the statistical methods used here.
The results of this study show that sports involvement and preference for sports star matter only in particular products. And experiential goods have shown the highest adeffects by using sports star. The ad was very effective when the personality of sports star reflected the brands'; especially personality consistency was the most powerful factor for the ad effect and preferences for the ad model was the second powerful factor. In addition, the characteristics of the sports star are pertinent to trustworthiness, expertise, attractiveness and familiarity.
This study is meaningful in its approach to analyze ad effect of sports stars, which have been neglected in a relative sense. And one of the accomplishments here is the finding of new dimension that comprise the characteristics of sports stars. It has been proven as a result of the study that the ad model's profession might be the relevant factor to be considered together with the kind of the product. We can have higher hopes for the practical application of the results to the real work. And also this study deserves attention in that match between the models' and the brand's personality has been measured and the effect has been identified.
