Sports Star Endorsements On Consumers Brand Love Impact Study

Under the background of information age,the functionality of the consumers to the brand no longer see it is very important,but more and more attention to the brand can bring unique consumer experience,especially in the Internet environment of the younger generation of consumers,access to information of facilitation to make them more selective when in the face of choice,demand is also gradually shift from oneness to diversity.At present,the phenomenon of commodity homogenization in the market is becoming more and more serious.With the intensification of competition,the market has changed from the seller’s dominant position to the buyer’s dominant position,and consumers have more dominant power.Facing the pressure of development,enterprises must constantly improve and innovate marketing strategies to cultivate consumers’ goodwill towards the brand.In this context,consumers’ brand emotion has gradually become the key factor for brands to stand out.Therefore,this paper will focus on the study of how to cultivate consumers’ brand love emotion by shaping the brand uniqueness through the endorsement of sports stars.Because once the brand has won the love of consumers,it will become a favorable tool for enterprises to compete.In 2006,the concept of brand love was put forward for the first time,to this kind of relatively novel concept just created a breakthrough point for enterprise development.Many literature show that endorsements by sports stars can positively influence consumers’ attitudes towards brands.However,there are few researches on the relationship among sports star endorsement,brand love and brand equity.Then does the endorsement of sports stars have a significant positive impact on the formation of brand love? Can brand equity play an intermediary role between sports star endorsements and brand loves? It has become the core problem of this paper.Based on the analysis of the existing literature,this paper summarizes and refines the connotation and structural dimensions of the three variables,including the endorsement of sports stars,brand love and brand equity,according to the research needs,and constructs a theoretical model among the three variables.The model is composed of independent variable(three dimensions of sports star endorsement:attractiveness,professionalism and reliability),outcome variable(brand love)and intermediary variable(brand equity).On the basis of theoretical discussion,the theoretical hypothesis of the relationship between the variables is put forward,and the empirical test is carried out.The empirical research of this paper is mainly divided into two stages.The first stage is mainly exploratory factor analysis,reliability and validity analysis to screen the scale items and form the final questionnaire.The second stage is confirmatory analysis,which mainly uses regression and intermediary tests to analyze and verify relevant hypotheses,and finally comes to the following conclusions:(1)the endorsement of sports stars has a significant positive impact on consumers’ brand preference.The three dimensions of sports star endorsement(attractiveness,professionalism and reliability)also have a positive impact on brand preference.(2)the endorsement of sports stars has a significant positive impact on brand equity.The three dimensions of sports star endorsement(attractiveness,professionalism and reliability)also have a positive impact on brand equity respectively.(3)brand equity has a significant positive effect on brand love.(4)brand equity plays an intermediary role between sports star endorsement and brand love,and it also plays an intermediary role between sports star endorsement and brand love in the three dimensions of professionalism,reliability and attractiveness.This study clarifies the influence and mechanism of sports star endorsement and attractiveness,reliability and professionalism on consumer brand preference respectively.It also reveals the intermediary role of brand equity between sports star endorsement and brand love.The research conclusion not only enriches the existing theoretical research on related aspects,but also provides marketing enlightenment for enterprise managers on how to enhance consumers’ brand emotion.