National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention

Dikčius, Vytautas; Ilciukiene, Svetlana

doi:10.15388/omee.2021.12.52

Cited by 8 publications

(11 citation statements)

References 69 publications

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“…Prior studies (Amos et al, 2008;Sonwalkar et al, 2011) have observed that celebrity traits affect the enhanced cash inflows (Ding et al, 2011), incremental profits, and related gains (Prentice and Zhang, 2017). Previous research on celebrities primarily focuses on two types: entertainment celebrities (Halim and Kiatkawsin, 2021;Hwang, 2010) and sports celebrities (Felbert and Breuer, 2021;Dik cius and Ilciukiene, 2021). The significant contribution of these entertainment and sports celebrities indicated an overall positive impact on the advertisement outcomes in terms of consumers' purchase intentions.…”

Section: Stock Investment Intentionsmentioning

confidence: 99%

Do celebrity endorsements influence stock investment intentions?

Shiva

Arora²,

Rishi³

2022

MIP

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PurposeCelebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.Design/methodology/approachThe study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.FindingsThe results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.Originality/valueThe study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

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Section: Stock Investment Intentionsmentioning

confidence: 99%

Do celebrity endorsements influence stock investment intentions?

Shiva

Arora²,

Rishi³

2022

MIP

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“…Hal ini menyebabkan peningkatan niat beli (Mansour, 2014). Celebrity endorser yang dianggap kredibel dapat memiliki pengaruh yang lebih kuat terhadap niat beli konsumen (Dikčius & Ilciukiene, 2021). Penelitian serupa yang ditemukan oleh Friedman et al (2013) mengungkapkan bahwa celebrity endorser meningkatkan kualitas produk dan niat beli.…”

Section: H2 : Harga Berpengaruh Positif Dan Signifikan Terhadap Niat ...unclassified

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Mahardani,

Piartrini

2024

EJMUNUD

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This study aims to explain the role of celebrity endorser credibility in moderating the effect of product quality and price on purchase intention of Hanasui lipstick products in Denpasar city by using a balance theory approach. The sampling technique used in this study is non-probability sampling. Based on survey data from 200 respondents, the results of the moderated regression analysis (MRA) show that product quality has a positive and significant effect on purchase intention. Price has a positive and significant effect on purchase intention. Celebrity endorser credibility does not moderate the effect of product quality on purchase intention. Celebrity endorser credibility is able to moderate and weaken the effect of price on purchase intention. The implications of this finding can be a reference for Hanasui companies to achieve profits and increase sales by paying attention to product quality, price, and celebrity endorser credibility so that consumers are interested in buying Hanasui Lipstick products.

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“…Second, although the study of the role of celebrity endorsement on brand-place attachment has been investigated (Chen, 2018), its application in the field of the sports industry to enhance the brand of place as a destination image is something new. Thus, a holistic view showing the link between a brand and the multidimensionality of celebrity attributes used in endorsements is missing in previous works (Dik cius and Ilciukiene, 2021), and this represents a promising line of research as far as competitiveness in the tourism industry is increasing, and destinations need to offer new and exciting competitive advantages.…”

Section: Introductionmentioning

confidence: 99%

Sports ambassadors and destination image: a fuzzy set analysis

Vila-López,

Küster-Boluda,

Aragonés-Jericó

et al. 2024

IJSMS

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PurposeThis paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?Design/methodology/approachTo this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).FindingsResults show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.Originality/valueFirst, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.

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National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention

Cited by 8 publications

References 69 publications

Do celebrity endorsements influence stock investment intentions?

Do celebrity endorsements influence stock investment intentions?

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Sports ambassadors and destination image: a fuzzy set analysis

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