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To what extent does sports celebrity endorsement and advertisement of sports equipment affect the consumers purchasing decision

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Literature Review:
A literature review on the subject concerns first and foremost the principles and available findings relating to celebrity endorsement in marketing as a more general concept. This will lead us into various points of discussion relating to the perceived impact of utilizing an individual of popular recognition or appeal to establish some desired image or impression of a product, service or organization. Generally speaking, this refers to the very familiar and commonly used appeal to figures of note from entertainment, public service or other various fields of performance to speak persuasively on the behalf of a product or organization. The marketing approach is described in the research by Agrawal & Kamakura (1995) as being largely beneficial to the organization in question, provided that it has successfully chosen the appropriate individual to serve as a hired representative. As Agrawal & Kamakura denote, the apparent effectiveness and value of this method of advertising leads many organizations to perceive it as a worthwhile expenditure. Indeed, as their article reports, according to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements. (Agrawal