The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement
This study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2016-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123052598001 |
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| _version_ | 1825207320060100608 |
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| author | Natalie Bragança Düsenberg Victor Manoel Cunha de Almeida João Guilherme Barbosa de Amorim |
| author_facet | Natalie Bragança Düsenberg Victor Manoel Cunha de Almeida João Guilherme Barbosa de Amorim |
| author_sort | Natalie Bragança Düsenberg |
| collection | DOAJ |
| description | This study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. One famous Brazilian soccer player and four product categories were used as stimuli. The research method used was a survey, which has included 1,025 respondents. Data analysis was performed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Structural equation modeling (SEM), using the ADF technique, was applied to test the substantive hypotheses. To test the hypotheses of the moderating effect of gender and consumer sports-involvement, the research used the multigroup analysis technique. The empirical results support the relationship between a sport celebrity’s endorsement and purchase intention. The moderating effects of gender and sports-involvement were also empirically supported, but only partially. |
| format | Article |
| id | doaj-art-18131ec04d354c33bd819756aae61842 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2016-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-18131ec04d354c33bd819756aae618422025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2016-01-0113121The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-InvolvementNatalie Bragança DüsenbergVictor Manoel Cunha de AlmeidaJoão Guilherme Barbosa de AmorimThis study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. One famous Brazilian soccer player and four product categories were used as stimuli. The research method used was a survey, which has included 1,025 respondents. Data analysis was performed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Structural equation modeling (SEM), using the ADF technique, was applied to test the substantive hypotheses. To test the hypotheses of the moderating effect of gender and consumer sports-involvement, the research used the multigroup analysis technique. The empirical results support the relationship between a sport celebrity’s endorsement and purchase intention. The moderating effects of gender and sports-involvement were also empirically supported, but only partially.http://www.redalyc.org/articulo.oa?id=123052598001sport celebritysource credibilityendorsementsport involvement |
| spellingShingle | Natalie Bragança Düsenberg Victor Manoel Cunha de Almeida João Guilherme Barbosa de Amorim The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement BBR: Brazilian Business Review sport celebrity source credibility endorsement sport involvement |
| title | The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement |
| title_full | The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement |
| title_fullStr | The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement |
| title_full_unstemmed | The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement |
| title_short | The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement |
| title_sort | influence of sports celebrity credibility on purchase intention the moderating effect of gender and consumer sports involvement |
| topic | sport celebrity source credibility endorsement sport involvement |
| url | http://www.redalyc.org/articulo.oa?id=123052598001 |
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