This research is trying to understand the relationship between spokesperson and athletic products. With the increasing competing markets, major athletic brands are focusing on marketing strategies in order to attract and obtain consumers. Among them, brand¡¦s marketing is extremely important to sports industry. This is because the enterprise can attract consumer¡¦s attention through its spokesperson and represent their unique characteristics to promote its products. Using spokesperson to endorse its brand is a bridge to communicate with the consumers. The successful career of a professional sports endorser will create an image for the brand, which will lead the consumers belief by wearing the products will have the similar and expected results. When a brand decides on its spokesperson, it is based on the spokesperson¡¦s public image and personal characteristics. First of all, the enterprise will consider if the spokesperson¡¦s image is positive, then they will review if his/her characteristics fit well with their athletic products. This research will related spokesman from western countries for examination on the relationship of the spokesperson with brands and regarding the buying effects on consumer. According to Ohanian¡¦s (1991) research paper, celebrity endorser¡¦s source credibility, contains three dimensions: attractiveness, trustworthiness, and expertise, has positive impact on consumers¡¦ purchase intent. This research proved that the source credibility theory applies to sports brands¡¦ marketing in Taiwan market as well. The research findings not only confirm with Ohanian¡¦s theory, but also discovered one additional factor, exposure, that affect consumers¡¦ perception on endorser¡¦s credibility, but also influence consumers¡¦ intention to purchase. Based on the initial findings, the study then designed questionnaire for survey for the consumers. The survey results proved that endorser¡¦s exposures have significant impact on the consumers. When the Exposure Effect enhances the endorser¡¦s attractiveness, the endorser¡¦s source of credibility affects consumer¡¦s buying perception. Thus, the study suggests the sports brand marketers, for better marketing values, to investigate the endorser¡¦s media exposures, in order to elevate consumers¡¦ buying intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0821106-143658 |
| Date | 21 August 2006 |
| Creators | Jen-Mo, Garry |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0821106-143658 |
| Rights | not_available, Copyright information available at source archive |
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