Impact of celebrity endorsement on customer’s brand perception in the Chinese sports apparel industry

Abstract

This study aims to identify and explain the impact of celebrity endorsement on consumer’s perceptions of brands in the China sports apparel industry. Also, this paper compares the celebrity endorsement brand with the non-endorsement brand; it examines endorsement according to various theoretical models describing the contribution variables of celebrity endorsement effectiveness. Through the secondary resources, including the source credibility model, and the source attractiveness model, the empirical research on the expansibility is carried out. The main data collected by the structured questionnaire were tested by the Pearson correlation coefficient and further analyzed by linear regression. The results show that all variables are in the same direction and positively correlated.