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

• 발행기관: 한국유통과학회
• 저자명: Nguyen Minh HA Cao Nhat TUAN
• 간행물 정보: 『유통과학연구(JDS)』제17권 제8호, 87~97쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

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.

목차

Abstract

1. Introduction

2. Literature Review

3. Methodology and Research model

4. Research Results

5. Result Discussion

6. Conclusions and recommendations

References

키워드

Athlete Identification Athlete Endorsement Transgression Customer’s Purchase Intention