Impact of athlete performance and brand social value on product involvement: a mediation role of celebrity endorsement in social media

被引：2
|
作者：
Jiang, Nan [1 ]
Khong, Kok Wei [1 ]
Gan, Jen Ling [1 ]
Turner, Jason James [2 ]
Teng, ShaSha [1 ]
Xavier, Jesrina Ann [1 ]
机构：
[1] Taylors Univ, Lakeside Campus, Subang Jaya, Malaysia
[2] Asia Pacific Univ Technol & Innovat, Kuala Lumpur, Malaysia
来源：
ASIA-PACIFIC JOURNAL OF BUSINESS ADMINISTRATION | 2024年 / 16卷 / 03期
关键词：
Athlete performance; Brand social value; Celebrity endorsement; Product involvement; Social media; MATCH-UP HYPOTHESIS; MODELS; COMMUNICATION; CREDIBILITY; VALIDITY; BEHAVIOR; ATTITUDE; IMAGE;
D O I：
10.1108/APJBA-05-2022-0204
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
PurposeNowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement.Design/methodology/approachA quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement.FindingsThe results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement.Originality/valueThis study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.
引用
收藏
页码：589 / 612
页数：24
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