Research On The Impact Of Sports Star Endorsement On Brand Perceived Quality

In recent years,global sports competitions have become a marketing position that brands attach great importance to.Using sports events to promote brand concepts and achieve efficient dissemination to core consumer groups has become the core demand of enterprise marketing.After the end of the Tokyo Olympics,global sports entered the "Beijing Winter Olympics time",and sports celebrity endorsement activities have rapidly developed into an important marketing tool for enterprises to achieve differentiation in market competition.Many excellent sports athletes have ushered in an explosion of personal business value,and they are no longer simple sports individuals,but become a platform for releasing value.However,at the same time,there are numerous cases where personal disputes or improper marketing among sports stars have led to the inability to continue the endorsement cooperation,and even brought huge losses to both parties.Therefore,there are high risks in the endorsement cooperation..In this case,in the process of sports star endorsement cooperation,issues such as the core communication characteristics of sports stars themselves in communication are reflected in what aspects,how advertisers and interested parties should choose sports star spokespersons,and how to cooperate with sports star endorsement communication are returned to the perspective of star image communication research.Nowadays,market competition has changed from "products are king" and "channels are king" to "consumers are king".How to make consumers recognize the brand and product quality and truly improve "perceived quality" is particularly crucial.From the perspective of sports star endorsement communication activities,how to improve perceived quality and achieve differentiated competition through endorsement communication with sports stars has become the key to winning in the fierce market competition.If we can find more specific and targeted keywords in sports stars,the brand can reap more from the endorsement value of sports stars.Currently,although the practical application of sports celebrity endorsements is relatively extensive,there is a lack of research on the relationship between sports celebrity endorsements and consumer product perceived quality.Therefore,based on theories and models such as the "Stimulation and Response Model" and the "Quality Signal Theory",this article will analyze the key characteristics of sports celebrity spokesmen from four factors: attractiveness,professionalism,product matching,and trustworthiness,thereby quantifying their impact on brand perceived quality through empirical research.The research obtained the following conclusions by issuing questionnaires to understand consumers’ relevant information about sports star endorsement activities,completing data collection,and verifying core assumptions through SPSS19.0:(1)The spokespersons of sports stars have a significant positive impact on consumers’ perceived quality mainly through attractiveness,credibility,professionalism,and pairing.(2)In the four dimensions of sports star endorsement,the impact of matching,professionalism,credibility,and attractiveness on consumer perceived quality decreased in order.Product matching has the strongest impact on perceived quality,followed by professionalism and trustworthiness,and finally attractiveness.(3)When sports star endorsements have an impact on consumer perceived quality,product involvement plays a moderating role.