The Research Of Sports Star Celebrity Endorsements Effects

While the product homogenization progress going further and market segmentation becoming much detailed, how to make effective advertising researches towards target consumers has become a significant issue that every advertiser and advertising company must face. Sports stars, because of their own characteristics, have gained more and more focus of people's concern. Their immense attraction has caught more and more attention of the businessman and the enterprise, and thus sports star celebrity endorsements become an important means of marketing for the enterprises.This paper selects students in Wuhan Institute of Physical Education as samples to investigate the effects of sports star celebrity endorsements and its current situation from two aspects by conducting a series survey. On one hand, starting from the angle of audience accepting the advertising message, we analysis the sports star celebrity endorsement effects in the three levels of cognition, attitude and behavior influence. For example, the scope of advertising, how many people see or hear the advertising message and these people generate what kind of effects on cognitive level; After the advertising message is accepted by the audience, how it influences the audience, its degree of penetration and its effects on the attitude level of tendency; How advertisement effects on consumer's purchasing behavior and decisions, and the effects on the behavior level for how much it helps to sales.On the other hand, from the angel of expecting effects that advertisers hope to reach when they choose sports star for the celebrity endorsements, we analysis whether the sports star celebrity endorsements can produce the three main effects which are psychological effects, economic effects , and social effects. For example, the psychological effects which include perception degree, memory efficiency, emotion inspired degree, attitude predisposition, physiological reactions etc.; The changes of product or service sales and profits it triggered, and the economic effects due to the economic activities changes it triggered for the similar product or service sales and competition. The social effects on the whole social culture, moral and ethical aspects; and the empirical research on the factors which impact the degree of these effects.And base on above effects, we provide some business strategies on how to avoid the risk of sports stars celebrity endorsements as a reference for advertisers and advertising company when they seek sports stars celebrity endorsements in the future.