Volltext-Downloads (blau) und Frontdoor-Views (grau)
  • search hit 35 of 7260
Back to Result List

Investigating the Persuasiveness of Triathlon Celebrities: A study of Source Credibility and Endorser-Product Match-up

  • This thesis investigates the persuasiveness of triathlon celebrities on consumer purchase intention, employing a quantitative research methodology grounded in the Source Credibility Model and the Match-up hypothesis. Through a survey-based approach, data was collected to analyse how consumers perceive characteristics of triathlon sports celebrities and how the match-up between triathlon celebrities and product types as well as the perceived characteristics affect consumer purchase intention. Running shoes and winter boots were selected as the two product types. The study population consisted of a total sample size of 204 respondents. Descriptive statistics and multiple linear regression analyses were conducted to explore the relationships between triathlon sports celebrities' attributes, product-endorser matchup, and consumer purchase intention. Findings revealed significant positive relationships between perceived expertise and purchase intention for both running shoes and winter boots. Moreover, a positive relationship was observed between perceived physical attractiveness of triathlon celebrities and purchase intention for both products. While perceived trustworthiness did not significantly impact purchase intention, the study demonstrated a positive relationship between perceived product-endorser match-up and purchase intention for both products. Practical implications stemming from these findings emphasize the importance of strategic sport celebrity selection and product-endorser fit in endorsement campaigns. This research contributes to the academic field by focusing specifically on triathlon celebrities’ and their persuasive impact towards consumers.

Export metadata

Additional Services

Search Google Scholar

Statistics

frontdoor_oas
Metadaten
Author:Marco Hatwieger
Advisor:Gerrit Horstmeier
Document Type:Bachelor Thesis
Language:English
Year of Completion:2024
Granting Institution:Hochschule Furtwangen
Date of final exam:2024/03/13
Release Date:2024/03/13
Tag:Match-up Hypothesis; Purchase Intention; Source Credibility Model; Sports Celebrity Endorsement
Page Number:61
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt