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How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

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  • Zhou, Fei
  • Mou, Jian
  • Su, Qiulai
  • Jim Wu, Yen Chun

Abstract

Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU†, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.

Suggested Citation

  • Zhou, Fei & Mou, Jian & Su, Qiulai & Jim Wu, Yen Chun, 2020. "How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919309385
    DOI: 10.1016/j.jretconser.2019.102012
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    References listed on IDEAS

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    Cited by:

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    2. Zhou, Fei & Mou, Jian & He, Meixian & Kim, Jongki, 2021. "Nicknames as identity badges: How self-reflective nicknames can facilitate users’ online social interactions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Jairo León-Quismondo, 2023. "Social Sensing and Individual Brands in Sports: Lessons Learned from English-Language Reactions on Twitter to Pau Gasol’s Retirement Announcement," IJERPH, MDPI, vol. 20(2), pages 1-13, January.
    4. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    5. Dibyendu Mishra & Ronojoy Sen & Joyojeet Pal, 2023. "Sporting the government: Sportspersons' engagement with causes in India and the USA on twitter," Global Policy, London School of Economics and Political Science, vol. 14(5), pages 925-937, November.

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