Brands of athletes- The effect of brand personality of athletes on consumers

Abstract: Purpose To investigate the effect of an individual celebrity athlete’s personality on the consumer behavior facets of perceived quality and purchase intention. Methodology A quantitative survey with 257 respondents all over the world to deductively test hypotheses. Theories The theoretical foundation of this thesis is the customer-based brand equity theory with a strong emphasis on brand personality. Furtherly used concepts include the consumer behavior facets of perceived quality and purchase intention. Findings Brand personality of athletes affects the perceived quality of their respective product brands. The perceived quality of the product brand positively influence purchase intention.