Abstract
This study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. One famous Brazilian soccer player and four product categories were used as stimuli. The research method used was a survey, which has included 1,025 respondents. Data analysis was performed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Structural equation modeling (SEM), using the ADF technique, was applied to test the substantive hypotheses. To test the hypotheses of the moderating effect of gender and consumer sports-involvement, the research used the multigroup analysis technique. The empirical results support the relationship between a sport celebrity’s endorsement and purchase intention. The moderating effects of gender and sports-involvement were also empirically supported, but only partially.
Highlights
In today’s global society, marketing messages are competing for attention because of the multiple and complex myriad of messages being communicated
This study investigates the extent to which sports celebrity endorsements are capable of influencing consumer purchase intention
This study seeks to (1) identify the extent to which the sports celebrity’s credibility is capable of influencing consumer purchase intention; (2) the extent to which gender is capable of moderating the effect of a sports celebrity endorsement in purchase intention; and (3) to what extent consumer sports-involvement is capable of moderating the effect of a sports celebrity endorsement on purchase intention
Summary
In today’s global society, marketing messages are competing for attention because of the multiple and complex myriad of messages being communicated. Consumers are processing more sport marketing messages about products, services and technologies. In this context, the task of sport marketers is to focus on the best strategies to reach consumers efficiently, targeting the appropriate segments with the most appealing messages and engaging with audiences in a dynamic process (RATTEN, 2016). As more people around the world use the internet and related communication technologies to watch live sport events, there has been a rise in athletes been seen as global celebrities, what makes their images relate to more positive attributes, which include symbolic and functional benefits (RATTEN, 2015). This study investigates the extent to which sports celebrity endorsements are capable of influencing consumer purchase intention. This study seeks to (1) identify the extent to which the sports celebrity’s credibility is capable of influencing consumer purchase intention; (2) the extent to which gender is capable of moderating the effect of a sports celebrity endorsement in purchase intention; and (3) to what extent consumer sports-involvement is capable of moderating the effect of a sports celebrity endorsement on purchase intention
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