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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Autores principales:	Natalie Bragança Düsenberg, Victor Manoel Cunha de Almeida, João Guilherme Barbosa de Amorim
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2016
Materias:	sport celebrity source credibility endorsement sport involvement Business HF5001-6182
Acceso en línea:	https://doaj.org/article/18131ec04d354c33bd819756aae61842
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spelling	oai:doaj.org-article:18131ec04d354c33bd819756aae618422021-11-11T15:48:06ZThe Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement1807-734Xhttps://doaj.org/article/18131ec04d354c33bd819756aae618422016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123052598001https://doaj.org/toc/1807-734XThis 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.Natalie Bragança DüsenbergVictor Manoel Cunha de AlmeidaJoão Guilherme Barbosa de AmorimFUCAPE Business Schoolarticlesport celebritysource credibilityendorsementsport involvementBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 13, Pp 1-21 (2016)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	sport celebrity source credibility endorsement sport involvement Business HF5001-6182
spellingShingle	sport celebrity source credibility endorsement sport involvement Business HF5001-6182 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
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
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
title	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_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_sort	influence of sports celebrity credibility on purchase intention: the moderating effect of gender and consumer sports-involvement
publisher	FUCAPE Business School
publishDate	2016
url	https://doaj.org/article/18131ec04d354c33bd819756aae61842
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The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement

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