The relationships between the credibility of badminton brand spokespersons, brand image, and attitudes towards consumer purchase intention.

Abstract

The purpose of this study was to understand the different background variables relating to the spokespersons credibility on subjects. The subjects of this study were the participants of the badminton regional tournament of the National Collegiate Sports Competition in 2016 and a convenience sampling methodology was used to conduct a questionnaire survey. Of the 440 copies of survey papers, 420 copies (including 221 males, 199 females) were effective questionnaires, and the effective rate was thus 93%. The survey papers were obtained by means of descriptive statistics, independent samples t-test, single factor variance analysis and regression analysis. The results were as follows: the terms “attractive”, “reliability” and “professional” relating to the credibility of the badminton brand spokesperson showed a positive influence on the sport’s brand image and brand attitude. Secondly, the brand image which included the terms “functional”, “symbolic” and “experiential” showed a positive influence on brand attitude. Thirdly, the brand attitude terms “cognitive”, “emotion” and “behaviour” showed a positive effect on purchase intentions. According to the study’s results some useful practical strategies and suggestions are proposed.

Keywords

• Brand image
• brand attitude
• spokesperson’s credibility
• badminton
• Taiwan