یک مدل واسطه ای از ارزش برند جهانی
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یک مدل واسطه ای از ارزش برند جهانی

عنوان فارسی مقاله: چگونه درک مصرف کنندگان از برند شخصی ستاره های ورزشی محرک عشق به برند مصرف کنندگان است؟ یک مدل واسطه ای از ارزش برند جهانی
عنوان انگلیسی مقاله: How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity
مجله/کنفرانس: مجله خرده فروشی و خدمات مصرف کننده – Journal of Retailing and Consumer Services
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: برند شخصی، عشق به برند، ارزش برند جهانی، کیفیت محصول، اعتقاد به تابعیت برند جهانی
کلمات کلیدی انگلیسی: Personal brand، Brand love، Global brand equity، Product quality، Belief in global brand citizenship
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journals List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jretconser.2019.102012
دانشگاه: College of Business Administration, National Huaqiao University, China
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2020
ایمپکت فاکتور: 4.218 در سال 2018
شاخص H_index: 65 در سال 2019
شاخص SJR: 1.211 در سال 2018
شناسه ISSN: 0969-6989
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 10
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E14107
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


۱٫ Introduction


۲٫ Theoretical background and hypotheses


۳٫ Methodology


۴٫ Empirical results and analysis


۵٫ Discussion


۶٫ Conclusions


Acknowledgement


Appendix A. Supplementary data


Appendix. Measure Items and factor loading


Research Data


References

نمونه متن انگلیسی مقاله

Abstract


Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars’ personal brand on global brand equity and consumers’ brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities’ personal brand on consumers’ perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars’ personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars’ personal brand to build global brand equity and increase consumers’ brand love.


Introduction


With the acceleration of globalization, enterprises invest marketing efforts to build a global brand image and a shared global consumer culture across the world (Akaka and Alden, 2010). The celebrity endorsement strategy has been widely adopted to promote corporate image, which is intended to improve the effects of advertising based on customers’ association of the brand with a sports star’s high reputation (Malik and Guptha, 2014). Due to sports stars’ special expertise, wide recognition and charisma, they have become a preferred choice to serve as spokespeople and are particularly pursued by sports brand enterprises (Yu, 2005). Previous research on sports marketing has focused mainly on the sponsorship of sporting events (Johar and Pham, 1999) and the endorsement of products by athletes (Yu, 2005). However, academic research on the effect of the impact of sports stars’ personal brand on global brand equity and consumers’ brand love is still in its infancy. With the emergence of the digital age and the globalization of sports and given the pervasiveness and cultural impacts of new media, the personal brand effect of sports stars transcends national boundaries, and these stars may become known worldwide (Santomier, 2008). “Global athletes” are becoming prominent in helping build sports brands’ image in the international market for several reasons. First, sports marketers employ foreign sports stars as brand spokespeople to reach global sports fans. For instance, McDonald’s hired Yao Ming (Chinese basketball star) as a spokesman to attract Asian fans. Moreover, companies have turned to the world’s top sports stars (such as Cristiano Ronaldo and Kobe Bryant) for product endorsements to capture the attention of consumers across borders.

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