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

HA,, N. M. , & TUAN,, C. N. (2019). Constructing Athlete Identification and the effectiveness of Athlete Endorsement on Customer’s Purchase Intention. The Journal of Distribution Science, 17(8), 87-97, https://doi.org/https://doi.org/10.15722/jds.17.8.201908.87

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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

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Article Contents

Vol.17 No.8

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

Abstract

Reference

The Journal of Distribution Science