Do endorsements by sports celebrities positively influence consumers purchase intentions? Endorser-product congruence and the amplifying influence of consumers involvement in the sport

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@article{c1f6d6e5f65046799bb53bc65652637d,
title = "Do endorsements by sports celebrities positively influence consumers purchase intentions?: Endorser-product congruence and the amplifying influence of consumers involvement in the sport",
abstract = "Companies use product endorsements in over stimulated markets as a marketing tactic to gain consumers attention and increase their product sales. Extant studies have indicated that a sports celebritys endorsement can have an overall positive influence on advertising outcomes like purchase intentions. However, research lacks a holistic perspective, such as the combined influence of endorsers characteristics, brand credibility, and endorser-product congruence on purchase intentions. To address this limitation, the present study reports on the results of 262 responses from an online survey that were analysed using a multigroup structural equation model. Findings show that endorsers direct influence on consumers purchase intentions is negative, independent of endorsed product category, but outweighed by a positive influence of endorser-product congruence in a sports-related endorsement. The study also shows that a consumers significant involvement in the sport amplifies the negative effect of a non-sports-related product endorsement.",
author = "{Von Felbert}, Aaron and Christoph Breuer",
year = "2021",
doi = "DOI:10.1504/IJSMM.2021.10042354",
language = "English",
volume = "21",
pages = "190--208",
journal = "International Journal of Sport Management and Marketing",
number = "3/4",

}

RIS

TY - JOUR

T1 - Do endorsements by sports celebrities positively influence consumers purchase intentions?

T2 - Endorser-product congruence and the amplifying influence of consumers involvement in the sport

AU - Von Felbert, Aaron

AU - Breuer, Christoph

PY - 2021

Y1 - 2021

N2 - Companies use product endorsements in over stimulated markets as a marketing tactic to gain consumers attention and increase their product sales. Extant studies have indicated that a sports celebritys endorsement can have an overall positive influence on advertising outcomes like purchase intentions. However, research lacks a holistic perspective, such as the combined influence of endorsers characteristics, brand credibility, and endorser-product congruence on purchase intentions. To address this limitation, the present study reports on the results of 262 responses from an online survey that were analysed using a multigroup structural equation model. Findings show that endorsers direct influence on consumers purchase intentions is negative, independent of endorsed product category, but outweighed by a positive influence of endorser-product congruence in a sports-related endorsement. The study also shows that a consumers significant involvement in the sport amplifies the negative effect of a non-sports-related product endorsement.

AB - Companies use product endorsements in over stimulated markets as a marketing tactic to gain consumers attention and increase their product sales. Extant studies have indicated that a sports celebritys endorsement can have an overall positive influence on advertising outcomes like purchase intentions. However, research lacks a holistic perspective, such as the combined influence of endorsers characteristics, brand credibility, and endorser-product congruence on purchase intentions. To address this limitation, the present study reports on the results of 262 responses from an online survey that were analysed using a multigroup structural equation model. Findings show that endorsers direct influence on consumers purchase intentions is negative, independent of endorsed product category, but outweighed by a positive influence of endorser-product congruence in a sports-related endorsement. The study also shows that a consumers significant involvement in the sport amplifies the negative effect of a non-sports-related product endorsement.

U2 - DOI:10.1504/IJSMM.2021.10042354

DO - DOI:10.1504/IJSMM.2021.10042354

M3 - Journal articles

VL - 21

SP - 190

EP - 208

JO - International Journal of Sport Management and Marketing

JF - International Journal of Sport Management and Marketing

IS - 3/4

ER -

ID: 6009361