TABLE OF CONTENTS
TABLE OF CONTENTS 1
1.0 WORKING TITLE 2
2.0 BACKGROUND & JUSTIFICATION 2
3.0 LITERATURE REVIEW 2
4.0 RESEARCH QUESTION 4
5.0 RESEARCH OBJECTIVES 4
5.1 METHODOLOGY: RESEARCH APPROACH 4
5.2 METHODOLOGY: RESEARCH STRATEGY 4
5.3 DATA COLLECTION 5
5.3A QUESTIONNAIRES 5
5.3B SEMI-STRUCTURED INTERVIEWS 6
5.4 SAMPLE SIZE 6
6.0 ACCESS & ETHICS 7
7.0 TIMESCALE 8
8.0 RESOURCES 8
9.0 APPENDIX 8
10.0 BIBLIOGRAPHY 9

1.0 WORKING TITLE
Celebrity Endorsement, its impact on Consumer Behavior: An Adidas Case Study

2.0 BACKGROUND & JUSTIFICATION
Research into the world of celebrity advertising sprang from the modern day phenomena of celebrity culture and the total incomprehension of its extent until I became
In addition to helping create a positive image within consumer perception, using multiple celebrities in advertising represents a diverse mix in gender, type and age, which in return widens the appeal to wider audiences. (Hsu and McDonald, 2002) (Adidas, 2011)
Football, is adidas‘ most strategic priorities, Being the most popular sport worldwide, football is clearly one of adidas’ key strategic priorities. Building on its success around major sporting events such as the 2010 FIFA World Cup, the brand strives to increase its strong market position by continuously creating the industry’s top products and fully leveraging its outstanding portfolio of sports marketing partners, and individual players such as the adidas Golden Ball and Boot winners of the 2010 FIFA World Cup Diego Forlán and Thomas Müller, and also Lionel Messi, Kaká, Steven Gerard, David Beckham and Michael Ballack. (Adidas, 2011)

2010 was the most successful year in adidas Football history due to the undisputable 2010 fifa world cup where adidas sponsored the the winning team, Spain. As a result, adidas football sales skyrocketed to an all time high, exceeding 15 billion euros. (Adidas, 2011) The 2011 marketing campaign showcases adidas’ distinctive presence across different sports, cultures and lifestyles fusing the worlds of sport, music and fashion. Captured