The effects of celebrity endorsements, particularly by footballers, on the consumer buying behaviour of young Maltese adults

Abstract

Purpose – The aim of this dissertation was to investigate the effects of celebrity endorsements, particularly those by international footballers, on the consumer buying behaviour of young Maltese adults. A particular emphasis was made on the attitudes of the chosen target audience towards such endorsements. Design/methodology/approach – An empirical study amongst Maltese citizens aged between 18 and 30 was conducted by mean of an online survey, created for the purpose of this study. The survey was distributed through social media platforms with the participation of 382 respondents. Findings – The results confirm that celebrity endorsement does have a positive effect on the ratings of the products in the study. The findings highlight differences in the behaviour between the different age segments and genders. A basic representation of a few consumer buying habits belonging to the Maltese population was presented as part of the findings. Research limitations/implications – The authenticity of the results may have been undermined due to the impersonal nature of the survey conducted online. Future research may include a wider range of endorsers in the study rather having it restricted to footballers. Extensive research about the reasons behind the compliance to brand endorsement must be conducted locally to help look into the rationale behind the trends found in this study. Practical implications – The study could prove useful to anyone wishing to dive into the endorsement market to understand the nature of the Maltese consumer market. Originality/value – This was one of the few studies of its kind conducted locally. Its value may increase as the level of professionalism in Maltese football rises.