The influence of brand ambassador toward consumer purchase intention on sport equipment products.

Abstract

Nowadays, celebrity endorsement is a famous strategy for plenty of brand to promote product. And unit of brand increases every year. In this period, going exercise and fitness are extremely popular in Thailand which is convinced by celebrity endorsement since it was created Word-of-mouth by customer, actor & actress follower, and also found in social network which it talked about what a popular person in society are doing or wearing or using. Hence, to ensure that celebrity endorsement is a main critical factor to stimulate customer to buy product. The purpose of this study strived to examine consumer’s opinion about celebrity endorsement which the convenience of conducting data was to use qualitative research by in-depth interview, it specified only sport equipment product in urban area which it had quota sampling for 2 groups as consumer and sale person to gain 2 sides of thinking about celebrity endorsement. The keys finding of this study showed that most of respondents were influenced to buy a product by celebrity endorsement which they were thinking about celebrity endorsement to link in the process of purchasing that they also checked what their idol had by these channel e.g. Instagram, Facebook, YouTube, and TV show. For another side by sale person were also agreed that celebrity endorsement could encourage customer to purchase as well.

KEY WORDS: Celebrity Endorsement / Brand ambassador / Sport equipment product / Customer purchase intention / Consumer behavior