Matches in SemOpenAlex for { <https://semopenalex.org/work/W4297399241> ?p ?o ?g. }
Showing items 1 to 83 of
83
with 100 items per page.
- W4297399241 endingPage "234" @default.
- W4297399241 startingPage "224" @default.
- W4297399241 abstract "Over the years, the use of celebrities in brand and product endorsements have been a common approach in advertising. Previous studies have proven that celebrity endorsement plays a significant role in helping the business advertise and promote their brands or products, thereby attracting many consumers. However, most previous studies mainly focus on endorsements by actors and singers. Research in sports celebrities, especially for the tennis star, is still scarce and has little been paid its deserved attention. Based on the theory of source credibility (expertise, trustworthiness, and attractiveness) and Matchup, this study focusses on the analysis of whether the tennis celebrity endorsement has a positive impact on tennis enthusiasts’ purchase intention in tennis endorsed products from the expertise, trustworthiness, attractiveness, and matchup dimensions. A questionnaire method was conducted with 82 tennis enthusiasts in Melbourne. This study demonstrates that tennis stars’ endorsements based on four different dimensions all have a positive impact on amateur tennis enthusiasts’ purchase intention in tennis products. The most significant one is the Matchup, followed by expertise, attractiveness, and trustworthiness. Further, this study also finds that people of different tennis ages have different consumer responses to the endorsements of tennis stars. These findings may help tennis companies and marketing practitioners understand the significance of celebrity endorsements on purchase intention." @default.
- W4297399241 created "2022-09-28" @default.
- W4297399241 creator A5013663383 @default.
- W4297399241 date "2022-01-01" @default.
- W4297399241 modified "2023-10-16" @default.
- W4297399241 title "The Effectiveness of Tennis Celebrity Endorsement on Tennis Enthusiasts’ Purchase Intention in Endorsing Tennis Products" @default.
- W4297399241 cites W1492511747 @default.
- W4297399241 cites W1694829831 @default.
- W4297399241 cites W1970260754 @default.
- W4297399241 cites W1970471758 @default.
- W4297399241 cites W2002067858 @default.
- W4297399241 cites W2012900610 @default.
- W4297399241 cites W2021166829 @default.
- W4297399241 cites W2030902708 @default.
- W4297399241 cites W2035860906 @default.
- W4297399241 cites W2037464800 @default.
- W4297399241 cites W2050500840 @default.
- W4297399241 cites W2062350780 @default.
- W4297399241 cites W2074868600 @default.
- W4297399241 cites W2084399600 @default.
- W4297399241 cites W2100489781 @default.
- W4297399241 cites W2108867285 @default.
- W4297399241 cites W2111445222 @default.
- W4297399241 cites W2114826811 @default.
- W4297399241 cites W2117012826 @default.
- W4297399241 cites W2123551388 @default.
- W4297399241 cites W2132720992 @default.
- W4297399241 cites W2136718052 @default.
- W4297399241 cites W2623703952 @default.
- W4297399241 cites W4234908116 @default.
- W4297399241 cites W439013799 @default.
- W4297399241 doi "https://doi.org/10.1007/978-981-19-5727-7_24" @default.
- W4297399241 hasPublicationYear "2022" @default.
- W4297399241 type Work @default.
- W4297399241 citedByCount "0" @default.
- W4297399241 crossrefType "book-chapter" @default.
- W4297399241 hasAuthorship W4297399241A5013663383 @default.
- W4297399241 hasConcept C11171543 @default.
- W4297399241 hasConcept C112698675 @default.
- W4297399241 hasConcept C144133560 @default.
- W4297399241 hasConcept C153701036 @default.
- W4297399241 hasConcept C15744967 @default.
- W4297399241 hasConcept C17744445 @default.
- W4297399241 hasConcept C199539241 @default.
- W4297399241 hasConcept C2524010 @default.
- W4297399241 hasConcept C2778044066 @default.
- W4297399241 hasConcept C2780224610 @default.
- W4297399241 hasConcept C31173074 @default.
- W4297399241 hasConcept C33923547 @default.
- W4297399241 hasConcept C77805123 @default.
- W4297399241 hasConcept C90673727 @default.
- W4297399241 hasConceptScore W4297399241C11171543 @default.
- W4297399241 hasConceptScore W4297399241C112698675 @default.
- W4297399241 hasConceptScore W4297399241C144133560 @default.
- W4297399241 hasConceptScore W4297399241C153701036 @default.
- W4297399241 hasConceptScore W4297399241C15744967 @default.
- W4297399241 hasConceptScore W4297399241C17744445 @default.
- W4297399241 hasConceptScore W4297399241C199539241 @default.
- W4297399241 hasConceptScore W4297399241C2524010 @default.
- W4297399241 hasConceptScore W4297399241C2778044066 @default.
- W4297399241 hasConceptScore W4297399241C2780224610 @default.
- W4297399241 hasConceptScore W4297399241C31173074 @default.
- W4297399241 hasConceptScore W4297399241C33923547 @default.
- W4297399241 hasConceptScore W4297399241C77805123 @default.
- W4297399241 hasConceptScore W4297399241C90673727 @default.
- W4297399241 hasLocation W42973992411 @default.
- W4297399241 hasOpenAccess W4297399241 @default.
- W4297399241 hasPrimaryLocation W42973992411 @default.
- W4297399241 hasRelatedWork W2028658785 @default.
- W4297399241 hasRelatedWork W2197721411 @default.
- W4297399241 hasRelatedWork W2226713407 @default.
- W4297399241 hasRelatedWork W2336317779 @default.
- W4297399241 hasRelatedWork W2546132419 @default.
- W4297399241 hasRelatedWork W2624528671 @default.
- W4297399241 hasRelatedWork W2966465206 @default.
- W4297399241 hasRelatedWork W4221054199 @default.
- W4297399241 hasRelatedWork W4307259590 @default.
- W4297399241 hasRelatedWork W624430759 @default.
- W4297399241 isParatext "false" @default.
- W4297399241 isRetracted "false" @default.
- W4297399241 workType "book-chapter" @default.