مقاله انگلیسی رایگان در مورد یک مدل میانجی از ارزش برند جهانی – الزویر ۲۰۲۰
مشخصات مقاله | |
ترجمه عنوان مقاله | مصرف کنندگان درک میکنند که چگونه برند شخصی ستاره های ورزشی مصرف کنندگان به عشق به برند تشویق میکند؟ یک مدل میانجی 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 |
انتشار | مقاله سال ۲۰۲۰ |
تعداد صفحات مقاله انگلیسی | ۱۰ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه الزویر |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۴٫۲۱۸ در سال ۲۰۱۹ |
شاخص H_index | ۶۵ در سال ۲۰۲۰ |
شاخص SJR | ۱٫۲۱۱ در سال ۲۰۱۹ |
شناسه ISSN | ۰۹۶۹-۶۹۸۹ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۱۹ |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار، سیاست های تحقیق و توسعه |
نوع ارائه مقاله |
ژورنال |
مجله | مجله خرده فروشی و خدمات مصرف کننده – Journal of Retailing and Consumer Services |
دانشگاه | College of Business Administration, National Huaqiao University, China |
کلمات کلیدی | 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 |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jretconser.2019.102012 |
کد محصول | E14301 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract
۱- Introduction ۲- Theoretical background and hypotheses ۳- Methodology ۴- Empirical results and analysis ۵- Discussion ۶- Conclusions References |
بخشی از متن 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. Second, sports brands rely on digital media to retain customers by establishing, maintaining, and enhancing relationships and to communicate and engage in dialogue with their customers (Abeza et al., 2013). As social media use has developed, brands have developed practices to communicate with consumers and increase new services. “Brands have been leveraging social media marketing to drive consumers’ engagement and brand awareness” (Malhotra et al., 2013, p. 18). Brands that shape their consumers’ identity result in stronger emotional responses from consumers (Carroll and Ahuvia, 2006). Kohli et al., (2014) proposed the concept of brand love, a positive emotion that reflects consumers’ trust, passion and attachment to a brand. Brand love is considered a strategic construct in brand management. |