Impact of athlete performance and brand social value on product involvement: a mediation role of celebrity endorsement in social media

Nan Jiang; Kok Wei Khong; Jen Ling Gan; Jason James Turner; Sha Sha Teng; Jesrina Ann Xavier

doi:10.1108/APJBA-05-2022-0204

Impact of athlete performance and brand social value on product involvement: a mediation role of celebrity endorsement in social media

Nan Jiang, Kok Wei Khong, Jen Ling Gan, Jason James Turner, Sha Sha Teng, Jesrina Ann Xavier

Research output: Journal Publication › Article › peer-review

1 Citation (Scopus)

Abstract

Purpose: Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement. Design/methodology/approach: A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement. Findings: The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement. Originality/value: This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

Original language	English
Number of pages	24
Journal	Asia-Pacific Journal of Business Administration
DOIs	https://doi.org/10.1108/APJBA-05-2022-0204
Publication status	Published - 15 Dec 2022
Externally published	Yes

Keywords

Athlete performance
Brand social value
Celebrity endorsement
Product involvement
Social media

ASJC Scopus subject areas

General Business,Management and Accounting
Public Administration

Access to Document

10.1108/APJBA-05-2022-0204

Cite this

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title = "Impact of athlete performance and brand social value on product involvement: a mediation role of celebrity endorsement in social media",

abstract = "Purpose: Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement. Design/methodology/approach: A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement. Findings: The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement. Originality/value: This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.",

keywords = "Athlete performance, Brand social value, Celebrity endorsement, Product involvement, Social media",

author = "Nan Jiang and Khong, {Kok Wei} and Gan, {Jen Ling} and Turner, {Jason James} and Teng, {Sha Sha} and Xavier, {Jesrina Ann}",

note = "Funding Information: This research was funded by the Ministry of Higher Education (MOHE) through the Fundamental Research Grant Scheme (FRGS/1/2019/SS09/TAYLOR/01/1). The authors would also like to thank the Government of Malaysia and Taylor{\textquoteright}s University for providing research support. Publisher Copyright: {\textcopyright} 2022, Emerald Publishing Limited.",

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AU - Gan, Jen Ling

AU - Turner, Jason James

AU - Teng, Sha Sha

AU - Xavier, Jesrina Ann

N1 - Funding Information: This research was funded by the Ministry of Higher Education (MOHE) through the Fundamental Research Grant Scheme (FRGS/1/2019/SS09/TAYLOR/01/1). The authors would also like to thank the Government of Malaysia and Taylor’s University for providing research support. Publisher Copyright: © 2022, Emerald Publishing Limited.

PY - 2022/12/15

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N2 - Purpose: Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement. Design/methodology/approach: A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement. Findings: The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement. Originality/value: This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

AB - Purpose: Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement. Design/methodology/approach: A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement. Findings: The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement. Originality/value: This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

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