与体育相关的代言人类型如何影响消费者的购买意愿

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-09-29 DOI:10.1108/IJSMS-01-2020-0009
Aaron von Felbert, C. Breuer
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引用次数: 19

摘要

目的由于体育名人代言的优越性受到质疑,本研究的目的是确定各种类型的代言对消费者购买意愿的直接和间接影响。设计/方法/方法从240个对在线实验的有用回答中收集经验数据,并使用(调节的)系列中介分析测试研究假设。研究结果表明,代言人通过对广告和代言品牌的感知,对消费者的购买意愿产生积极影响。经过调节的系列中介分析发现,所分析的四种类型的背书人存在差异。体育名人是提高消费者购买意愿的最有效的代言人,而公司经理和同行消费者的代言虽然也是积极的,但在影响广告效果方面效果较差。专家的认可与经理的认可相当,但并不重要。研究局限性/含义由于数据样本有限、使用虚构的代言人以及分析的产品类别和品牌数量有限,研究结果的可推广性有限。原创性/价值本研究系统地分析了四种类型的代言人对消费者购买意愿的行为影响,这些影响是通过他们对广告和代言品牌的感知来调节的。该分析的结果扩展了背书研究的现状,表明背书应纳入公司的营销策略,并为营销专业人员提供关于哪种类型的背书人在影响广告结果方面最有效的实用指导。
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How the type of sports-related endorser influences consumers' purchase intentions
PurposeAs the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.Design/methodology/approachEmpirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.FindingsThe study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.Research limitations/implicationsThe generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.Originality/valueThe study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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