A Study on the effects of celebrity athletes’ endorsement towards Consumers' Attitude in the ‘We media’ area

DOI

10.2991/icetem-17.2017.24How to use a DOI?

Keywords

celebrity athlete endorsement, ‘we media’, dual mediation model, posts’ attitude, brand attitude

Abstract

The corporate strategy of celebrity athlete endorsement in the We media area has developed rapidly in recent years. This research based on the dual mediation model (DMM) and extended advertising attitude model to DMM in ‘We media’ area which added variables of consumers’ sharing intention. Empirical comparison of consumers’ different attitude toward celebrity athletes’ two types posts which match athletes or not. The findings reveal that results conform to the dual mediation impact hypothesis model when the athlete matches their posts. Conversely, the conclusion fit the affect Transfer hypothesis Model when the athlete don't match their posts. The results of the study can provide a reference for the corporate brand image strategy and advertising marketing strategy.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yanbo Qiao
PY  - 2017/11
DA  - 2017/11
TI  - A Study on the effects of celebrity athletes’ endorsement towards Consumers' Attitude in the ‘We media’ area
BT  - Proceedings of the 2nd International Conference on Education Technology and Economic Management (ICETEM 2017)
PB  - Atlantis Press
SP  - 109
EP  - 112
SN  - 2352-5398
UR  - https://doi.org/10.2991/icetem-17.2017.24
DO  - 10.2991/icetem-17.2017.24
ID  - Qiao2017/11
ER  -