Impacto do patrocinio de celebridades deportivas na intención de compra
Barra de artigos
Contido principal do artigo
Resumo
Esta investigación pretende estudar o respaldo de famosos no contexto das redes sociais cando o fan celebridades do deporte e a súa influencia na intención de compra. Estudáronse catro dimensións: o boca a boca, a imaxe de marca, a confianza na marca e a actitude cara á marca. Relacionando estas variables, pretendemos responder ás seguintes preguntas: Veranse influídos os consumidores por unha celebridade deportiva á que admiran para comprar un produto/servizo dunha marca que apoian? Valoraranse os compoñentes da marca como resultado do respaldo da celebridade? Mediante un cuestionario compartido nas redes sociais, obtivéronse 303 respostas válidas. A nosa análise estatística utilizou un modelo de ecuacións estruturais e os resultados analizáronse mediante o software SmartPLS, que confirmou todos os supostos do modelo. Por tanto, o respaldo de famosos inflúe na imaxe de marca, o boca a boca, a actitude cara á marca e a confianza na marca. Ademais, afecta directamente á intención de compra. A eficacia do apoio de famosos comprobouse no contexto das redes sociais, polo que esta investigación pode axudar aos profesionais do márketing para comprender a importancia de utilizar a famosos do deporte para promocionar marcas. A partir dos resultados da investigación, identificáronse implicacións para as marcas.
Palabras chave
Citado por
Detalles do artigo
Citas
AdWeek. (2015). How Celebrities With the Best Instagram Engagement Are Helping Brands. http://www.adweek.com/news/technology/how-celebrities-bestinstagram-engagement-are-helping-brands-167922.
Ajzen, I., & Fishbein, M. (2004). Questions raised by a reasoned action approach: Comments on Ogden (2003). Health Psychology, 23(4), 531–434. https://doi.org/10.1037/0278-6133.23.4.431
Alić, A., Činjarević, M., & Agić, E. (2020). The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands. Management & Marketing, 15(1),1–16. https://doi.org/10.2478/mmcks-2020-0001
Ahmed, A., Mir, F. A., & Farooq, O. (2012). Effect of celebrity endorsement on customers' buying behavior: A perspective from Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 4(5), 584–592. http://dx.doi.org/10.2139/ssrn.2666148
Aw, E. C. X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895–908. https://doi.org/10.1108/JCM-10-2019-3474
Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 81, 96–106. https://doi.org/10.1016/j.jbusres.2017.08.002
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
Bhatnagar, A., & Ghose, S. (2004). Online information search termination patterns across product categories and consumer demographics. Journal of Retailing, 80(3), 221–228. https://doi.org/10.1016/j.jretai.2003.10.001
Black, N. (2009). The six drivers trust from Nick Black. http://www.nickblack.org/2009/09/brand-trust-six-drivers-of-trust.html.
Chan, K. (2008). Chinese children's perceptions of advertising and brands: an urban rural comparison. Journal of Consumer Marketing, 25(2), 74–84. https://doi.org/10.1108/07363760810858819
Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179. https://doi.org/10.1108/17473611311325564
Charbonneau, J., & Garland, R. (2010). Product effects on endorser image: The potential for reverse image transfer. Asia Pacific Journal of Marketing and Logistics, 22(1), 101–110. https://doi.org/10.1108/13555851011013182
Chin, V. V., Choy, T. Y., & Pang, L. F. (2017). The effect of celebrity endorsement on brand attitude and purchase intention. Journal of Global Business and Social Entrepreneurship, 1(4), 141–150.
Clark, C. R., & Horstmann, I. J. (2005). Advertising and coordination in markets with consumption scale effects. Journal of Economics & Management Strategy, 14(2), 377–401. https://doi.org/10.1111/j.15309134.2005.00045.x
Diallo, M.F. (2012). Effects of Store Image and Store Brand Price Image on Store Brand Purchase Intention: Application to an Emerging Market. Journal of Retailing and Consumer Services, 19(3), 360–367. https://doi.org/10.1016/j.jretconser.2012.03.010
Dib, H., & Johnson, L.W. (2019). Gay male consumers seeking identity in luxury consumption: The self-concept. International Journal of Business Marketing and Management, 4(2), 25–39. http://hdl.handle.net/1959.3/449954
Dinh, T. C. T., & Lee, Y. (2021). “I want to be as trendy as influencers”–how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-04-2021-0127
Dix, S., Phau, I., & Pougnet, S. (2010). Bend it like Beckham: the influence of sports celebrities on young adult consumers. Young Consumers: Insight and Ideas for Responsible Marketers, 11(1), 36–46. https://doi.org/10.1108/17473611011025993
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39–48. https://doi.org/10.2501/JAR-41-3-39-48
Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706
Escalas, J. E., & Bettman, J. R. (2015). Managing brand meaning through celebrity endorsement. Brand Meaning Management, 12, 29–52. https://doi.org/10.1108/S1548-643520150000012002
Fang, Y., Qureshi, I., McCole, P., & Ramsey, E. (2007). The moderating role of perceived effectiveness of third-party control on trust and online purchasing intentions. AMCIS 2007 Proceedings, 189.
Febrian, A., & Fadly, M. (2021). Brand Trust As Celebrity Endorser Marketing Moderator’S Role. Jurnal Aplikasi Manajemen, 19(1), 207–216. https://doi.org/10.21776/ub.jam.2021.019.01.19
Gong, W., & Li, X. (2017). Engaging Fans on Microblog: The Synthetic Influence of Parasocial Interaction and Source Characteristics on Celebrity Endorsement. Psychology & Marketing, 34, 720–732. https://doi.org/10.1002/mar.21018
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Gómez, J. D. F, Pineda, A., & Gordillo-Rodriguez, M. T. (2021). Celebrities, Advertising Endorsement, and Political Marketing in Spain: The Popular Party’s April 2019 Election Campaign. Journal of Political Marketing, 1–26. https://doi.org/10.1080/15377857.2021.1950099
Gefen, D., & Heart, T. H. (2006). On the need to include national culture as a central issue in e-commerce trust beliefs. Journal of Global Information Management (JGIM), 14(4), 1–30.https://doi.org/10.4018/jgim.2006100101
Gil, A. C. (2008). Métodos e técnicas de pesquisa social (6th. ed.). Editora Atlas SA.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6
Hahn, K. H., & Kim, J. (2009). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi-channel context. International Journal of Retail & Distribution Management, 37(2), 126–141. https://doi.org/10.1108/09590550910934272
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Doctoral dissertation, Petra Christian University.
Hsieh, M. H., & Lindridge, A. (2015). Product-, Corporate- and Country Image Dimensions and Purchase Behavior: A Multicountry Analysis. Academy of Marketing Science, 32(3), 251–270. https://doi.org/10.1177/0092070304264262
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175
Khan, S. W., & Zaman, U. (2021). Linking celebrity endorsement and luxury brand purchase intentions through signaling theory: A serial-mediation model involving psychological ownership, brand trust and brand attitude. Pakistan Journal of Commerce and Social Sciences (PJCSS), 15(3), 586–613.
Kim, S. J., Wang, R. J. H., & Malthouse, E. C. (2015). The effects of adopting and using a brand's mobile application on customers' subsequent purchase behavior. Journal of Interactive Marketing, 31, 28–41. https://doi.org/10.1016/j.intmar.2015.05.004
Kock, N. (2016). Hypothesis testing with confidence intervals and P values in PLS-SEM. International Journal of e-Collaboration, 12(3), 1–6. https://doi.org/10.4018/IJeC.2016070101
Liao, L., Zhang, Z., Yan, B., Zheng, Z., Bao, Q. L., Wu, T., ... & Yu, T. (2009). Multifunctional CuO nanowire devices: p-type field effect transistors and CO gas sensors. Nanotechnology, 20(8), 085203. http://doi.org/10.1088/0957-4484/20/8/085203
Lin, L. Y., & Lu, C. Y. (2010). The Influence of Corporate Image, Relationship Marketing and Trust on Purchase Intention: The Moderating Effects of Word of Mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503
Loureiro, S. M. C., & Sarmento, E. M. (2018). The role of word-of-mouth and celebrity endorsement in online consumer-brand relationship: the context of Instagram. In 2018 Global Marketing Conference at Tokyo Proceedings (pp. 1119-1129), Tokyo.
Marôco, J. (2014). Análise de Equações Estruturais. ReportNumber.
Maroko, L., & Uncles, M.D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160–175. https://doi.org/10.1057/bm.2008.4
Matthiensen, A. (2010). Uso do Coeficiente Alfa de Cronbach em Avaliações por Questionários. https://www.infoteca.cnptia.embrapa.br/bitstream/doc/936813/1/DOC482011ID112.pdf
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9-10), 1018–1024. https://doi.org/10.1016/j.jbusres.2009.02.025
Merz, M. A., He, Y., & Vargo, S.L. (2009). The evolving brand logic: A service-dominant logic perspective. Journal of the Academic Marketing Science, 37, 328–344. https://doi.org/10.1007/s11747-009-0143-3
Mihardjo, L., Sasmoko, S., Alamsjah, F., & Elidjen, E. (2019). The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance. Uncertain Supply Chain Management, 7(4), 691–702. http://doi.org/10.5267/j.uscm.2019.4.001
Mutinda, R., & Mayaka, M. (2012). Application of destination choice model: Factors influencing domestic tourists destination choice among residents of Nairobi, Kenya. Tourism Management, 33, 1593–1597. https://doi.org/10.1016/j.tourman.2011.12.008
Pfeffer, J., Zorbach, T., Carley, K. M. (2014). Understanding online firestorms: negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20, 117–128. https://doi.org/10.1080/13527266.2013.797778
Pribadi, A. P., Adiwijaya, M., & Herjanto, H. (2019). The effect of brand trilogy on cosmetic brand loyalty. International Journal of Business Society, 20(2), 730–742.
Pringle, H. (2004). Celebrity sells. John Wiley & Sons.
Punyatoya, P. (2014). Linking environmental awareness and perceived brand eco-friendliness to brand trust and purchase intention. Global Business Review, 15(2), 279–289. https://doi.org/10.1177/0972150914523572
Radighieri, J., & Mulder, M. (2013). The impact of source effects and message valence on word-of-mouth retransmission. International Journal of Market Research, 56(2), 249–263. https://doi.org/10.2501/IJMR-2013-029
Raza, S. H., & Zaman, U. (2021). Effect of cultural distinctiveness and perception of digital advertising appeals on online purchase intention of clothing brands: moderation of gender egalitarianism. Information, 12(2), 72. https://doi.org/10.3390/info12020072
Rittichainuwa, B., & Mair, J. (2011). Visitor attendance motivations at consumer travel exhibitions. Tourism Management, 33, 1236–1244. https://doi.org/10.1016/j.tourman.2011.11.002
Sagar, M., Khandelwal, R., Mittal, A., & Singh, D. (2011). Ethical Positioning Index (EPI): an innovative tool for differential brand positioning. Corporate Communications: An International Journal, 16(2), 124-138. https://doi.org/10.1108/13563281111141651
Sari, D. M. F. P., & Yulianti, N. M. D. R. (2019). Celebrity Endorsement, Electronic Word of Mouth and Trust Brand on Buying Habits: Georgios Women Fashion Online Shop Products in Instagram. International Journal of Social Sciences and Humanities, 3(1), 82–90. https://doi.org/10.29332/ijssh.v3n1.261
Scarinci, J., & Pearce, P. (2012). The perceived influence of travel experiences on learning generic skills. Tourism Management, 33, 380–386. https://doi.org/10.1016/j.tourman.2011.04.007
Sharma, P., Sardana, D., Gupta, N., & Arli, D. (2021). Exploring the role of spiritual leaders as celebrity business founders and brand endorsers. Marketing Intelligence & Planning, 40(1), 105–120. https://doi.org/10.1108/MIP-07-2021-0225
Shouman, L. (2020, June). The Use of Celebrity Endorsement in Social Media Advertising and its Impact on Online Consumers’ Behavior: the Lebanese Scenario. In 2020 The 4th International Conference on E-Commerce, E-Business and E-Government (pp. 1–6).
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Tantiseneepong, N., Gorton, M., & White, J., (2012). Evaluating responses to celebrity endorsements using projective techniques. Qualitative Market Research: An International Journal, 15(1), 57–69. https://doi.org/10.1108/13522751211191991
Till, B. D., & Busler, M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent, and Brand Beliefs. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613
Tseng, L. Y., & Lee, T. S. (2013). Investigating the Factors Influence Tweens’ Purchase Intention through Peer Conformity in Taiwan. Advances in Management & Applied Economics, 3(3), 259–277.
von Felbert, A., & Breuer, C. (2020). How the type of sports-related endorser influences consumers' purchase intentions. International Journal of Sports Marketing and Sponsorship, 22(3), 588–607. https://doi.org/10.1108/IJSMS-01-2020-0009
Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumer‘s Attitude of Endorser Credibility, Brand and Intention with respect to Celebrity Endorsement of the Airline Sector. Journal of Air Transport Management, 60, 10–17. https://doi.org/10.1016/j.jairtraman.2016.12.007
Wang, X., & Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23(3), 177–188. https://doi.org/10.1080/08911762.2010.487419
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55–65. http://10.13140/ejbm.2013.55.65
Whitfield, J., & Webber, D. J. (2010). Sector differences in conference facility refurbishment. Tourism and Hospitality Planning & Development, 7(2), 163–178. https://doi.org/10.1080/14790531003737177
Wu, M. S. F. (2017). A study on the effects of word-of-mouth on brand trust in tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 7995–8002. https://doi.org/10.12973/ejmste/77904
Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1-2), 129–146. https://doi.org/10.1080/13527266.2013.797784
Wong, M.-C. M., Kwok, M.-L. J., & Lau, M. M. (2015). Spreading good words: the mediating effect of brand loyalty between role model influence and word of mouth. Contemporary Management Research, 11(4), 313–325. https://doi.org/10.7903/cmr.13838
Wymer, W. (2013). Deconstructing the brand nomological network. International Review on Public and Nonprofit Marketing, 10(1), 1–12. https://doi.org/10.1007/s12208-012-0091-3
Xia, L., & Bechwati, N. (2008). Word of Mouse: The Role of Cognitive Personalization in Online Consumer Reviews. Journal of Interactive Advertising. 9(1), 108–128. https://doi.org/10.1080/15252019.2008.10722143
Xie, L.S., Peng, J.M., & Huan, T. C. (2014). Crafting and testing a central precept in service-dominant logic: Hotel employees’ brand citizenship behavior and customers’ brand trust. International Journal of Hospitality Management, 42, 1–8. https://doi.org/10.1016/j.ijhm.2014.05.011
Zhou, M., Rincón‐Gallardo Patiño, S., Hedrick, V. E., & Kraak, V. I. (2020). An accountability evaluation for the responsible use of celebrity endorsement by the food and beverage industry to promote healthy food environments for young Americans: A narrative review to inform obesity prevention policy. Obesity Reviews, 21(12), e13094. https://doi.org/10.1111/obr.13094