Influence of Celebrity Endorsement on Buying Behaviour of Sports Goods Consumers

Celebrity endorsement has become an influential promotional strategy in the sports goods market, where consumer choices are often shaped by aspiration, performance association, and brand image. This study explores how celebrity endorsement affects the buying behaviour of sports goods consumers by examining the role of endorser-related factors such as perceived credibility, expertise, attractiveness, and relevance to the brand. The research adopts an empirical approach using primary data collected from sports goods consumers and applies appropriate statistical techniques to assess the relationships between endorsement attributes and purchase behaviour. The findings indicate that consumers are more inclined to purchase sports goods when endorsements are perceived as authentic, trustworthy, and closely aligned with the product category. The study highlights that effective celebrity endorsement not only stimulates purchase intention but also strengthens brand confidence and long-term consumer attachment. The results offer practical insights for marketers in designing endorsement strategies that resonate with consumer expectations and enhance competitive positioning in the sports goods industry.