Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands

Abstract

Purpose -This study was aimed at investigating the credibility of South African sports celebrities for its potential influence on the identification with and purchase intention among South African consumers regarding endorsed brands. Design/Methodology/Approach -A non-probabilitysampling method was applied to select 250 respondents for the research.A self-administrated questionnaire was used for data collection and responses were recorded on a six-point Likert-type scale.Findings and Implications -Research results showed attractiveness, expertise, and trustworthiness, based on correlation analysis, as having positive relationships with both identification with sports celebrity endorsers and purchase intention of endorsed brands.Identification with sport celebrities was found to have a positive impact on purchase intentions regarding endorsed brands.In addition, the overall credibility of sport celeb-Sažetak Svrha -Rad istražuje utjecaj kredibiliteta južnoafričkih slavnih sportaša na poistovjećivanje s njima i namjeru kupovine zagovarane marke među južnoafričkim potrošačima.Metodološki pristup -U istraživanju je korištena neprobabilistička metoda uzorkovanja s 250 ispitanika.Za prikupljanje podataka korišten je anketni upitnik za samopopunjavanje, a odgovori su bilježeni na Likertoj ljestvici od šest stupnjeva.Rezultati i implikacije -Na osnovi analize korelacije rezultati istraživanja otkrivaju da privlačnost, stručnost i pouzdanost pokazuju pozitivne odnose s poistovjećivanjem sa slavnim sportašima, kao i s namjerom kupovine zagovaranih marki.Poistovjećivanje pokazuje pozitivan utjecaj na namjere kupovine zagovaranih marki.Isto tako, ukupan kredibilitet slavnog sportaša ima pozitivan utjecaj na namjeru kupovine zagovaranih marki.Vol. 34, No. 1, 2022, pp.41-57 rity endorsers was shown to exert a positive influence on purchase intention of endorsed brands. Limitations -A larger sample size would be required in future research.Originality -This study revealed the role of sports celebrity credibility for the identification of sports celebrity endorsers and purchase intention of endorsed brands in South Africa.The findings of this study can help businesses improve their selection of sport celebrities as endorses of their brands, which is important given that the credibility of sports celebrities has a potential to improve sports celebrity identification and purchase intentions regarding the endorsed brands among customers. Keywords -sports celebrity,

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