The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aaron von Felbert ◽  
Christoph Breuer
Keyword(s):  
Positive Influence ◽  
Purchase Intentions ◽  
Moderating Effects ◽  
Product Involvement ◽  
Marketing Practice ◽  
Content Type ◽  
Research Perspective ◽  
Mediation Analyses ◽  
Related Product ◽  
Practical Implications

PurposeEndorsement research has focused primarily on determining the effectiveness of single endorsers, whereas marketing practice shows that companies usually engage multiple endorsers to promote their brands and products. As academic evidence for multiple endorsers is limited and extant findings are ambiguous, the purpose of this study is to determine the influence of different multiple endorser combinations on consumers' purchase intentions for a sports-related product endorsement and to identify whether endorser-product congruence and consumers' involvement with the endorsed product moderate endorsers' influences.Design/methodology/approachTwo-hundred thirty-three useful responses were collected to an online experiment, and endorsers' direct and indirect influences on consumers' purchase intentions were analyzed in serial mediation analyses. Potential moderating effects of endorser-product congruence and consumers' involvement with the endorsed product were tested in moderated regression analyses.FindingsThe study's findings show that using multiple endorsers has an overall positive influence on consumers' purchase intentions, which is mediated by their attitudes toward the advertisements and the endorsed brand. Endorser-product congruence moderates an endorsement's effectiveness, whereas a moderating effect of consumers' product involvement was not supported.Originality/valueThis study adds to the extant body of endorsement research by confirming the overall effectiveness of using multiple endorsers to influence consumers' intentions to purchase the endorsed product. In addition, by showing that endorser-product congruence determines endorsers' effectiveness in a multiple endorser context, the study extends the current research perspective and provides practical implications for marketing professionals on how to combine multiple endorsers.

scholarly journals How the type of sports-related endorser influences consumers' purchase intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aaron von Felbert ◽  
Christoph Breuer
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Direct And Indirect Effects ◽  
Content Type ◽  
Mediation Analyses ◽  
Product Categories ◽  
Current State ◽  
Serial Mediation

PurposeAs the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.Design/methodology/approachEmpirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.FindingsThe study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.Research limitations/implicationsThe generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.Originality/valueThe study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.

Who is more likely to become business angels?

2014 ◽  
Vol 6 (1) ◽  
pp. 4-20 ◽  
Author(s):  
Yaokuang Li ◽  
Li Ling ◽  
Juan Wu ◽  
Peng Li
Keyword(s):  
Influence Factors ◽  
Positive Influence ◽  
Clear Understanding ◽  
Logit Analysis ◽  
Business Angels ◽  
Investment Activity ◽  
Content Type ◽  
Angel Investment ◽  
Investment In China ◽  
Practical Implications

Purpose – The paper is aimed to obtain a clear understanding of influence factors that can increase the possibility to be business angels (BA). Design/methodology/approach – This study develops the 3A model in the Chinese context to design questionnaire, and 334 questionnaires are obtained via focus group sample and targeted snowball approach, and the multinomial logit analysis is used to test a serious of hypotheses. Findings – The paper confirmed that the entrepreneurial experience and wealth are determinants of investment for potential BA, and the wealth have both directly and indirectly positive influence on investment activity through risk preference, namely that richer people prefer risk which impel them to invest as BA. Research limitations/implications – There are two limitations in the paper: first, the macro environment in China has not been taken into consideration in the model; second, the source of the sample focuses on the developed cities in the middle and eastern of China, only reflect the characteristic of angels in these areas, which may somewhat diverges from the reality. Practical implications – The paper would contribute to form the policy which could promote the development of angel investment in China. Originality/value – This paper conducts a preliminary exploration of the factors that have impact on Chinese BA' investment activity based on current research.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

The effect of industry association on firm innovation in Chinese private ventures

2019 ◽  
Vol 57 (9) ◽  
pp. 2414-2435
Author(s):  
Wenge Zhang ◽  
Jun Li ◽  
Yiyuan Mai
Keyword(s):  
Moderating Effects ◽  
Firm Level ◽  
Firm Innovation ◽  
Data Set ◽  
Industry Association ◽  
Content Type ◽  
Emerging Industries ◽  
Practical Implications ◽  
Firm Learning

Purpose The purpose of this paper is to examine the relationship between industry association membership and firm innovation in Chinese private ventures. A secondary objective is to investigate potential moderating effects of firm learning practices and founder characteristics on the above relationship, and to draw out implications for policymakers and practitioners. Design/methodology/approach The paper utilizes data from a sample of 567 Chinese entrepreneurial firms operating in 9 designated emerging industries. Hierarchical regression models were employed to analyze the effect of industry association membership on firm innovation, and the potential moderating effects. A 2SLS procedure was adopted to control for potential endogeneity issue. Supplemental analyses were conducted to ensure the robustness of the findings. Findings The paper provides empirical insights about how industry association membership, along with firm learning practice and founder leadership, affect firm innovation in Chinese private ventures in emerging industries. It suggests that industry association membership positively affects firm innovation. Further, there is a three-way interaction effect of industry association membership, learning practice and founder power on innovation. Research limitations/implications Due to the design of the data set, there are some limitations. First, the study only considered whether a firm belongs to an industry association, but not the nature of such membership (length, firm status in the association, etc.). Second, the cross-sectional design may limit the power of the study to make casual implications about the tested relationships. Practical implications The paper provides important practical implications for policymakers and entrepreneurs in China. In general, the results suggest that private ventures pursuing innovation in emerging industries can benefit from industry associations, and entrepreneurs shall actively engage in firm-level and personal-level learning. For policymakers, the study suggests that to foster innovation in an emerging industry, special attention shall be paid to building necessary institutional support to develop and to strengthen the role of industry association in the industry. Originality/value This paper fulfills an important gap in the literature in that it is one of the first, which investigates the role of the industry association in firm innovation, especially in a non-western context. This paper provides new insights into the role of industry association and firm innovation in an under-researched developing economy context.

Service quality and global competitiveness: evidence from global service firms

2017 ◽  
Vol 27 (6) ◽  
pp. 1058-1080 ◽  
Author(s):  
Wenbin Sun ◽  
Jing Pang
Keyword(s):  
Service Quality ◽  
Service Industry ◽  
Situational Factors ◽  
Service Firms ◽  
Moderating Effects ◽  
Multiple Sources ◽  
Content Type ◽  
Global Competitiveness ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to explore the relationship between service quality and firms’ global competitiveness in the service industry. A set of moderating effects is formulated to further reveal how the relationship varies under different situations. Design/methodology/approach This paper tests the model with data collected from multiple sources such as World’s Most Admired Companies and COMPUSTAT. Two types of robust regressions for panel data are employed in the empirical model estimation. Findings Service quality is found to significantly drive global competitiveness. Specifically, its impact is stronger for large service firms and when the global environment is characterized as low munificence, high dynamism, or high complexity. Practical implications The paper provides a set of implications for managers of service firms regarding global expansion and quality management. It generates useful guidelines of maximizing the power of service quality when a firm’s global competitive advantage is considered. Originality/value This paper takes the first attempt to formulate service quality’s influence on firm’s global competitiveness with a consideration of specific situational factors.

Self-concept, product involvement and consumption occasions

2017 ◽  
Vol 119 (6) ◽  
pp. 1362-1377 ◽  
Author(s):  
David Roe ◽  
Johan Bruwer
Keyword(s):  
Positive Association ◽  
Self Esteem ◽  
Self Concept ◽  
Purchase Decision ◽  
Product Choice ◽  
Product Involvement ◽  
Content Type ◽  
Store Environment ◽  
Practical Implications ◽  
Sydney Australia

Purpose The purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored. Design/methodology/approach Data collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement. Findings Wine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products. Practical implications For self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous. Originality/value This study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion.

Does job stress enhance employee creativity? Exploring the role of psychological capital

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Azka Ghafoor ◽  
Jarrod Haar
Keyword(s):  
Job Satisfaction ◽  
Job Stress ◽  
Psychological Capital ◽  
Positive Influence ◽  
Conservation Of Resources ◽  
Psychological Resources ◽  
Mediation Effects ◽  
Content Type ◽  
Two Samples ◽  
Practical Implications

PurposeUsing the conservation of resource theory, the purpose of this paper is to investigate the potentially positive influence of job stress on creativity through the resource caravan approach. The influence of job stress directly and as a moderator of psychological capital (PsyCap) is explored. Finally, the influence of stress on creativity is investigated as a boundary condition that impacts on the PsyCap-creativity relationship via job satisfaction.Design/methodology/approachRelationships were tested on two samples: (1) an international employee cohort (n = 269) and (2) a New Zealand employee sample (n = 475) and similar effects were found in both studies.FindingsPsyCap was found to influence job satisfaction and creativity, with job satisfaction partially mediating this direct effect. Job stress has a positive moderation effect with PsyCap toward creativity, supporting Conservation of Resources theory, which suggests that high PsyCap individuals would have the psychological resources to leverage stress beneficially, making their behaviors more creative. Significant moderated mediation effects indicate complex indirect effects with PsyCap on creativity (via job satisfaction) increasing as job stress gets higher.Practical implicationsThis study calls for researchers' attention toward potentially positive influences of stress when considered in combination with high psychological resources. Practical implications focus manager's and leader's attention toward the enhancement of employees' psychological resources for its stress and creativity related benefits.Originality/valueThe findings provide new theoretical support for understanding how stress can positively influence creativity. The use of two samples improves confidence in these findings.

Causality in Islamic marketing research

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Djavlonbek Kadirov ◽  
Ibraheem Bahiss ◽  
Ahmet Bardakcı
Keyword(s):  
Design Methodology ◽  
Marketing Research ◽  
Modern Science ◽  
Theory Building ◽  
Complex Issue ◽  
Content Type ◽  
Research Perspective ◽  
The Past ◽  
Conceptual Paper ◽  
Practical Implications

Purpose Highlighting the need for a profound move towards desecularisation of Islamic scholarship, this conceptual paper aims to clarify the concept of causality from the Islamic marketing research perspective and extends a number of suggestions for improving theory building and hypothesis development in the field. Design/methodology/approach The approach taken is largely conceptual. In addition, this study collates the stated hypotheses in the articles published in this journal in the past five years and analyses the structure of causal statements to uncover key tendencies. Findings The review of historical and current views on causality indicates that most commentators agree that assuming the existence of the necessary connection between cause and effect is misleading. The Islamic traditions based on occasionalism and modern science agree that causal statements reflect, at best, probabilistic assumptions. Research limitations/implications This paper offers a number of insights and recommendations for theory building and hypothesis development in Islamic marketing. By following the occasionalism perspective and the notion of Sunnah of Allah, researchers will be able to build methodologically coherent and genuine Islamic marketing knowledge. Practical implications Correctly stated and tested hypotheses can be used by public policymakers to enforce effective consumer and market policies. Originality/value This paper tackles a complex issue of causality in Islamic marketing research which has not hitherto been discussed well in the literature. This research is also a unique step towards developing pioneering avenues within the domain of Islamic marketing research methodology.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

Status quo bias and shoppers’ mobile website purchasing resistance

2020 ◽  
Vol 54 (6) ◽  
pp. 1433-1466
Author(s):  
Jacques Nel ◽  
Christo Boshoff
Keyword(s):  
Positive Influence ◽  
Status Quo ◽  
Cognitive Effort ◽  
Relative Advantage ◽  
Online Questionnaire ◽  
Content Type ◽  
Online Shoppers ◽  
Alternative Attractiveness ◽  
Channel Environment ◽  
Practical Implications

Purpose Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to purchase products (mobile website purchasing). Therefore, using status quo bias theory, this study aims to investigate mobile website purchasing resistance of those customers using only desktop website purchasing. Design/methodology/approach To test the conceptual model an online questionnaire was used to collect data from customers purchasing products using only the desktop website on a computer (n = 484) and not the retailer’s mobile website. Findings Due to cognitive dissonance, customers using only desktop purchasing trivialize mobile website purchasing perceived attractiveness while perceiving more cognitive effort in mobile website purchasing to maintain consonance with their inertia. Further, relative advantage perceptions of mobile website purchasing lead to more trivialization of mobile website purchasing attractiveness perceptions. Desktop purchasing inertia enhances resistance through alternative attractiveness and cognitive effort perceptions, respectively, and cognitive effort and alternative attractiveness perceptions in serial. Desktop purchasing habit has the strongest positive influence on desktop purchasing inertia. Research limitations/implications This study was conducted in a high-involvement product context. Replication in a low-involvement product context is necessary to confirm the robustness of the results. Practical implications Retailers can use the findings to develop strategies to lower mobile website purchasing resistance in an online-mobile concurrent channel environment. Originality/value The study provides novel insights into mobile website purchasing resistance in an online-mobile concurrent channel environment. Further, the study addresses the gap in research on inertia and switching costs in the adoption of concurrent channels.

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