IDEAS home Printed from https://ideas.repec.org/a/zag/market/v34y2022i1p41-57.html
   My bibliography  Save this article

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

Author

Listed:
  • Nkosinamandla Shezi

    (University of South Africa)

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-probability sampling 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 celebrity 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.

Suggested Citation

  • Nkosinamandla Shezi, 2022. "Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 41-57.
    • Handle: RePEc:zag:market:v:34:y:2022:i:1:p:41-57
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/405592
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Wang, Yacan & Hazen, Benjamin T., 2016. "Consumer product knowledge and intention to purchase remanufactured products," International Journal of Production Economics, Elsevier, vol. 181(PB), pages 460-469.
    2. So, Kevin Kam Fung & King, Ceridwyn & Hudson, Simon & Meng, Fang, 2017. "The missing link in building customer brand identification: The role of brand attractiveness," Tourism Management, Elsevier, vol. 59(C), pages 640-651.
    3. McCormick, Karla, 2016. "Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 39-45.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    2. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    3. Ivana Bassi & Matteo Carzedda & Enrico Gori & Luca Iseppi, 2022. "Rasch analysis of consumer attitudes towards the mountain product label," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-25, December.
    4. Nasiri, Mohammad Sadegh & Shokouhyar, Sajjad, 2021. "Actual consumers' response to purchase refurbished smartphones: Exploring perceived value from product reviews in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Laura Nistor, 2019. "The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing Consumption Habits," Postmodern Openings, Editura Lumen, Department of Economics, vol. 10(3), pages 44-71, September.
    8. Chun Yang & Jui-Che Tu & Qianling Jiang, 2020. "The Influential Factors of Consumers’ Sustainable Consumption: A Case on Electric Vehicles in China," Sustainability, MDPI, vol. 12(8), pages 1-16, April.
    9. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    10. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    11. Claudio Siminelli, 2017. "Consumer behaviours and attitudes towards a circular economy: Knowledge and culture as determinants in a four-market analysis," ECONOMICS AND POLICY OF ENERGY AND THE ENVIRONMENT, FrancoAngeli Editore, vol. 2017(1-2), pages 135-169.
    12. Odette Lobato-Calleros & Karla Fabila-Rodríguez & Brian Roberts, 2022. "Methodology to Improve the Acceptance and Adoption of Circular and Social Economy: A Longitudinal Case Study of a Biodiesel Cooperative," Sustainability, MDPI, vol. 14(19), pages 1-34, September.
    13. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    14. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Liangui Peng & Ying Li & Hui Yu, 2021. "Effects of Dual Credit Policy and Consumer Preferences on Production Decisions in Automobile Supply Chain," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    16. Farivar, Samira & Wang, Fang & Yuan, Yufei, 2021. "Opinion leadership vs. para-social relationship: Key factors in influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. Phantratanamongkol, Supanan & Casalin, Fabrizio & Pang, Gu & Sanderson, Joseph, 2018. "The price-volume relationship for new and remanufactured smartphones," International Journal of Production Economics, Elsevier, vol. 199(C), pages 78-94.
    18. Purani, Keyoor & Kumar, Deepak S. & Sahadev, Sunil, 2019. "e-Loyalty among millennials: Personal characteristics and social influences," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 215-223.
    19. Teng, Weichen & Su, Yaohua & Liao, Tien-Tien & Wei, Cang-Liang, 2020. "An exploration of celebrity business ventures and their appeal to fans and non-fans," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    20. Kannan Govindan, 2022. "Tunneling the barriers of blockchain technology in remanufacturing for achieving sustainable development goals: A circular manufacturing perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 31(8), pages 3769-3785, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:34:y:2022:i:1:p:41-57. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.