Analysis of Conor McGregor Based on Celebrity Endorsement Theory
DOI:
https://doi.org/10.54691/bcpbm.v33i.2822Keywords:
Celebrity endorsement, SWOT analysis, Conor McGregorAbstract
The paper was drawn closer from the point of view of an athlete to endorse a nonathletic product. To understand how a famous athlete--Conor McGregor succeed in this nonathletic product, the paper used the celebrity endorsement theory. This Paper reviewed the constitution of celebrity endorsement theory attractiveness, trustworthiness, and expertise. This paper analysis Conor’s endorsement from 4 perspectives which are strength, weakness, opportunity, and threats by using SWOT analysis. The result showed that Conor’s trustworthiness is the main cause of consumers’ purchasing intention. The ways Conor showed off and emphasized his trustworthiness during the press conference and on social media is the key to success. The paper concluded that Conor’s attractiveness and expertise are relatively less influential than his trustworthiness in this case.
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Conor McGregor WIKIPEDIA https://en.wikipedia.org/wiki/Conor_McGregor
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Proper Twelve https://properwhiskey.com/blogs/recipes 2022.8.29
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