Abstract
The main objective of this research is to determine the effect of the use of sports celebrities in marketing communications as a reference group, on the behavioural intentions of students in Prague. The main method for this research is selected a questionnaire survey.
The obtained results are then subjected to confirmatory factor analysis. The sample of respondents is conducted two-stage selection - random selection of Prague secondary schools and universities, and then the selection of students in schools by the technique of suitable opportunities.
The total research sample includes 416 respondents. The results of the survey show interesting facts.
The use of sports celebrities in marketing communication does not have by respondents' answers the great influence of "word-of-mouth" communication among young people in Prague. For all three indicators (including talking about the brand, recommendation or persuasion to buy) rather inclined to answer no, or minimal influence.
The second part focuses on the behaviour of customers when they are dissatisfied with the brand and its products and changing brands. Here, the results also suggest minimal influence of sports celebrities.
On the contrary, very important aspects for respondents are the price and the quality of the product itself. Last surveyed area within the survey is a loyalty to the brand.
Here, the results confirmed the importance of price as a main aspect in choosing a particular brand of products. So the influence of sports celebrities also has not been shown, however, it shows the average impact on the tendency to buy certain brands that are promoted by sports celebrities.
Confirmatory factor analysis of the three-factor model shows a clear relation of word-of-mouth communication and brand loyalty with the influence of sports celebrities on the buying preferences of respondents. However it also shows a factor of complaining / switching behaviour too problematic.