The moderating role of consumers' ad perception in athlete endorsement effectiveness
Sport, Business and Management
ISSN: 2042-678X
Article publication date: 9 August 2021
Issue publication date: 6 October 2021
Abstract
Purpose
This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.
Design/methodology/approach
By using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.
Findings
This study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.
Originality/value
The current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.
Keywords
Acknowledgements
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2017S1A2A2039405) and the Soonchunhyang University Research Fund.
Citation
Kim, S., Kim, Y., Lee, S., Lee, Y., Kang, E.Y. and Kim, M.-L. (2021), "The moderating role of consumers' ad perception in athlete endorsement effectiveness", Sport, Business and Management, Vol. 11 No. 5, pp. 535-555. https://doi.org/10.1108/SBM-01-2021-0001
Publisher
:Emerald Publishing Limited
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