Sports Celebrity Personality and Purchase Intention: The Role of Endorser Brand Congruence, Brand Credibility and Brand Image Transfer

摘要: PurposeThis study aims to examine the influence of five sports celebrity personality (SCP) attributes–attractiveness, expertise level, credibility, trustworthiness and character–on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.