Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer

Abstract

PurposeThis study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.Design/methodology/approachThe purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.FindingsThis study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.Research limitations/implicationsThis study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.Originality/valueThis study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.

Reklamlarda ünlü desteği algısının satın alma niyeti üzerindeki etkisinde marka sadakati ve marka güvenilirliğinin aracılık etkisi

“…Kabiraj and Shanmugan (2011), Ahmed and Moosavi (2013), Can and Erdil (2018) and Abitbol and Sternadori (2019) express similar results that brand loyalty affects purchase intention positively. Martin-consuegra et al (2018), Monoarfa and Tausyanah (2020), and Rai et al (2021) express similar results that brand credibility affects purchase intention positively too. Finally, both brand credibility (Dwivedi, Nayeem and Murshed, 2018;Herjanto, Adiwijaya, Wijaya and Semuel, 2020) and brand loyalty (Kim, Wang andAhn, 2013, Ndlela andChuchu, 2016) are mediators between celebrity endorsement and purchase intention as expressed in similar researches.…”

Broadcasters’ expertise and consumers’ purchase intention: The roles of consumer trust and platform reputation

“…When the expertise of the broadcaster as a source of information increases, the credibility of the broadcaster’s information output is enhanced, and consumer identification with the product is thus strengthened ( Rai et al, 2021 ). In live streaming, the expertise of the information source refers to the ability of the broadcaster to provide accurate and detailed information based mainly on the broadcaster’s in-depth knowledge and understanding of the recommended products.…”

Antecedents of the attitude toward the athlete celebrities' human brand extensions

“…Ilicic and Webster (2013) also suggested that consumers might form their belief in the consistency of the celebrity endorser in providing information regarding the product brand and brand benefits. Recently, Rai et al (2021) identified congruence between a sport celebrity and a brand has a positive impact on image transfer from the celebrity to the brand. In this sense, the positive relationship between athlete celebrity-product fit and image transfer is expected.…”