期刊
JOURNAL OF SPORT MANAGEMENT
卷 25, 期 2, 页码 143-155出版社
HUMAN KINETICS PUBL INC
DOI: 10.1123/jsm.25.2.143
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This study examines the moderating effect of athlete-audience ethnicity match in athlete-endorsed advertising. Attitude toward the brand and purchase intention were measured after participants were exposed to a stimulus advertisement featuring an athlete endorser whose ethnicity either matched or mismatched the participant's ethnicity. A week before the advertisement exposure, the preexisting attitudes toward the athlete and the brand were measured. Consistent with the notion of ethnic self-awareness, findings from full and multigroup path analyses revealed that attitudes toward the athlete and the perceived athlete-brand fit had a more positive impact on postattitude toward the brand when the athlete's ethnicity matched, rather than mismatched, the participant's ethnicity. Subsequently, the postattitudes toward the brand had a positive impact on purchase intention. The preexisting attitude toward the brand had a positive and direct impact on the postattitude toward the brand and purchase intention, regardless of the athlete-participant ethnicity match.
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