바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

Constructing Athlete Identification and the effectiveness of Athlete Endorsement on Customer’s Purchase Intention

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2019, v.17 no.8, pp.87-97
https://doi.org/https://doi.org/10.15722/jds.17.8.201908.87
HA, Nguyen Minh
TUAN, Cao Nhat
  • Downloaded
  • Viewed

Abstract

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

keywords
Athlete Identification, Athlete Endorsement, Transgression, Customer's Purchase Intention

Reference

1.

Aaker, D. A., & Myers, J. G. (1987). Advertising Management (3rd ed.). Englewood Cliffs, NJ:Prentice-Hall, Inc.

2.

Aaker, J. (1997). Dimensions of brand personality. JMR. Journal of Marketing Research, 34(3), 347-356.

3.

Akiko, A., Stephen, R., & Young, J. K. (2013). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106.

4.

Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A review and recommended two-step approach. Journal of Psychological Bulletin, 103(3), 411-423.

5.

Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57-61.

6.

Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality? Brand Management, 11(2), 143-155.

7.

Baker, M., Erdogan., B. Z., & Tag, S. (2011). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48.

8.

Bagozzi, R., & Foxall, G. (1996). Construct validation of a measure of adaptive-innovative cognitive styles in consumption. International Journal of Research in Marketing, 13(3), 201-203.

9.

Bergkvist, L., & Zhou, K. (2016). Celebrity endorsements:A literature review and research agenda. International Journal of Advertising, 35(4), 642-663.

10.

Brad, D. C., & Todd, D. (2013). Human brands in sport:athlete brand personality and identification. Journal of Sport Management, 27(3), 193-206.

11.

Braunstein, J., & Zhang, J. (2005). Dimensions of athletic star power associated with generation Y sports consumption. International Journal of Sports Marketing & Sponsorship,6(4), 242-267.

12.

Carrillat, F. A., & d’Astous, A. (2014). Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal. European Journal of Marketing, 48(5/6), 1070-1091.

13.

Chin, W. W. (1998). The partial least squares approach to Structural Equation Modeling. Advances in Hospitality and Leisure, 8(2).

14.

Daire, H., Joseph, C., & Michael, M. (2008). Structural Equation Modeling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.

15.

DeBono, K. G., & Harnis, R. J. (1988). Source expertise, source attractiveness, and the processing of persuasive information: A functional approach. Journal of Personality and Social Psychology, 55(4), 541-546.

16.

Emerson, R. M. (1962). Power-dependence relations. American Sociological Review, 27(1), 31-41.

17.

Francois, A. C., & Alain, A. (2013). Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal. European Journal of Marketing, 48(5/6), 1070-1091.

18.

Freiden, J. B. (1984). Advertising spokesperson effects:An examination of endorser type and gender on two audience. Journal of Advertising Research, 24(5), 33-41.

19.

Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.

20.

Friedman, H. H., Termini, S., & Washington, R. (1976). The effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising, 5(3), 22-24.

21.

Garson, D. (2006). Factor analysis. Retrieved Mar 18, 2012, from http://faculty.chass.ncsu.edu/garson/PA765/factor.htm

22.

Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294, https://doi.org/10.1108/08876040310474828.

23.

Hair, J. F. J., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.

24.

Hodge, C., & Walker, M. (2015). Personal branding: A perspective from the professional athlete level-ofanalysis. Journal of Sport Management and Marketing, 16(1/2), 112.

25.

Hovland, C. I., Janis, L. I., & Kelley, H. H. (1953). Communication and Persuasion. New Haven, CI: Yale University Press.

26.

Hughes, S., & Shank, M. (2005). Defining scandal in sports: Media and corporate sponsor perspectives. Sport Marketing Quarterly, 14(4), 207-216.

27.

Jessica, R. B., James, J. Z., & Galen, T. T. (2016). Athlete endorser effectiveness: Model development and analysis. Sport, Business and Management: An international Journal, 1(1), 93-114.

28.

Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising (pre-1986), 11(3), 15.

29.

Kamins, M. (1990). An Investigation into the “Match-up”hypothesis in celebrity advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, 19(1), 4-13.

30.

Kelly, S. J., Weeks, C. S., & Chien, P. M. (2018). There goes my hero again: Sport scandal frequency and social identity driven response. Journal of Strategic Marketing, 26(1), 56-70.

31.

Koernig, S. K., & Boyd, T. C. (2009). To Catch a Tiger or let him go: The Match-up effect and athlete Endorsers for sport and non-sport brands. Sport Marketing Quarterly, 2009, 18(1), 25-37.

32.

Langmeyer, L., & Walker, M. (1991b). Assessing the effects of celebrity endorsers: Preliminary findings. American Academy of Advertising Proceedings, 18, 32-42.

33.

Lee, D., Trail, G. T., Kwon, H. H., & Anderson, D. F. (2011). Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales. Journal of Sport Management Review, 14(1), 89-101

34.

Lohneiss, A., & Hill, B. (2014). The impact of processing athlete transgressions on brand image and purchase intent. European Sport Management Quarterly, 14(2), 171–193.

35.

MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Journal of Psychological Methods, 1(2), 130-149.

36.

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.

37.

McCutcheon, L. E., Ashe, D. D., Houran, J., & Maltby, J. (2003). A cognitive profile of individuals who tend to worship celebrities. The Journal of Psychology, 137(4), 309-322.

38.

Misra, S., & Beatty, S. (1990). Celebrity spokesperson and brand congruence. Journal of Business Research, 21(2), 159-173.

39.

Mulaik, S., James, L. R., Alstine, J. V., & Bennett, N. (1989). Evaluation of Goodness-of-Fit indices for structural equation models. Journal of Psychological Bulletin, 105(3), 430-445.

40.

Nguyen, M. H., & Nguyen, H. L. (2016). The effects of celebrity endorsement on customer’s attitude toward brand and purchase intention. International Journal of Economics and Finance; 9(1).

41.

Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers‟intention to purchase. Journal of Advertising Research, 31(1), 46-54.

42.

O'Mahony, S., & Meenaghan, T. (1997). The impact of celebrity endorsement on consumers. Irish Marketing Review, 10(2), 15-24.

43.

Spry, A., Pappu, R., & Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.

44.

Subhadip, R.V., Varsha, J., & Pragati, R. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72–88. http://dx.doi.org/10.1108/17574321311304549.

45.

Till, B., & Busler, M. (2000). The Match-Up Hypothesis:physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.

46.

Till, B. D., & Shimp T. A. (1998). Endorsers in Advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67-82.

47.

Varsha, J., & Subhadip, R. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research: An international Journal, 19(3), 266-286.

48.

Zamudio, C., Wang, Y., & Haruvy, E. (2013). Human brands and mutual choices: an investigation of the marketing assistant professor job market. Journal of the Academic Marketing Science, 43(6), 722-736.

The Journal of Distribution Science