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

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Rai, JS, Yousaf, A ORCID: https://orcid.org/0000-0002-5234-7474, Itani, MN and Singh, A, 2021. Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer. Sport, Business and Management: An International Journal, 11 (3), pp. 340-361. ISSN 2042-678X

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Official URL: https://doi.org/10.1108/sbm-06-2020-0062

Abstract

Purpose: This 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.

Methodology: The 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 celebrity brand congruence (CBC) as a mediator and endorsed brand credibility (EBC) and transfer of brand image (TBI) as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC, and TBI as mediators.

Findings: This 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 Limitation/Implication: This 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/Value: This 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.

Item Type:	Journal article
Publication Title:	Sport, Business and Management: An International Journal
Creators:	Rai, J.S., Yousaf, A., Itani, M.N. and Singh, A.
Publisher:	Emerald
Date:	21 May 2021
Volume:	11
Number:	3
ISSN:	2042-678X
Identifiers:	Number Type 10.1108/sbm-06-2020-0062 DOI 1762091 Other
Rights:	© 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	05 Jun 2023 10:10
Last Modified:	05 Jun 2023 10:10
URI:	https://irep.ntu.ac.uk/id/eprint/49110