运动员成绩和品牌社会价值对产品涉入的影响:名人代言在社交媒体中的中介作用

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2022-12-15 DOI:10.1108/apjba-05-2022-0204

Nan Jiang, Kok Wei Khong, J. L. Gan, J. Turner, Shasha Teng, Jesrina Ann Xavier

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引用次数: 1

摘要

如今，明星运动员都是全球品牌人物。职业运动的日益普及有助于将优秀运动员提升为国际明星。本实证研究旨在通过名人运动员代言的中介效应，评估运动员成绩和品牌社会价值对产品涉入的影响。设计/方法/方法对399名中国参与者进行了定量调查。采用PLS-SEM对名人代言的关联路径和中介效应进行检验。结果表明运动员成绩和品牌社会价值对产品参与有显著影响。明星代言部分中介运动员成绩和品牌社会价值对产品涉入的影响。独创性/价值本研究扩展了对明星运动员代言的理解，并提供了在最近的2021年东京奥运会背景下中国基于社交媒体的营销举措的战略含义。

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

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.

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来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.