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Do Athletes Deserve to Have Consumers Advocating for Them?: The Effect of Athlete Brand Personality, Brand Image Attributes and Brand Loyalty on Athlete Brand Advocacy: The Mediating Effect of Deservedness.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Do Athletes Deserve to Have Consumers Advocating for Them?: The Effect of Athlete Brand Personality, Brand Image Attributes and Brand Loyalty on Athlete Brand Advocacy: The Mediating Effect of Deservedness./
作者:	Leal, Sara Filipa Pinto.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	144 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-12, Section: A.
Contained By:	Dissertations Abstracts International83-12A.
標題:	Celebrities. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29097943
ISBN:	9798819346495

Do Athletes Deserve to Have Consumers Advocating for Them?: The Effect of Athlete Brand Personality, Brand Image Attributes and Brand Loyalty on Athlete Brand Advocacy: The Mediating Effect of Deservedness.
Leal, Sara Filipa Pinto.

Do Athletes Deserve to Have Consumers Advocating for Them?: The Effect of Athlete Brand Personality, Brand Image Attributes and Brand Loyalty on Athlete Brand Advocacy: The Mediating Effect of Deservedness. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 144 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: A.

Thesis (M.M.)--ISCTE - Instituto Universitario de Lisboa (Portugal), 2021.

This item must not be sold to any third party vendors.

In a context where sports are socially driven by the athletic ideal, athletes' deservedness has proven to encourage advocates to fight for their belonged outcomes and rewards. This research is needed for the specific field of sports because it extends deservedness studies into what creates the consumer support system, which may be essential to, afterward, catch other sports entities to also contribute to the athlete brands' success. Assuming advocates as the main support system, they are seen as a key element able to effect change to the athlete's worthy rewards. This thesis targets athletes that want to leverage their brand and their brand managers, who should understand the best way to articulate the athletes' promoted efforts (for social evaluation of deservedness), then develop the support system and encourage brand advocacy. This mindful investigation cares to address a new perspective of deservedness in the relationship athlete - consumer and conclude on what is the relational level most associated to deservedness and worth of social fair distribution of support - brand advocacy. An online questionnaire was conducted towards individuals who had a favorite athlete (N=300) and PLS-SEM was used to test and validate 6 hypotheses. Findings indicate that "athlete brand personality" does not significantly influence "athlete brand advocacy" and the mediating role of deservedness in this relationship is also non-significant; "athlete brand image attributes" and "brand loyalty" significantly strengthen "athlete brand advocacy" and the mediator role of "athlete deservedness" in these relationships is positively significant.

ISBN: 9798819346495Subjects--Topical Terms:

548634
Celebrities.

Do Athletes Deserve to Have Consumers Advocating for Them?: The Effect of Athlete Brand Personality, Brand Image Attributes and Brand Loyalty on Athlete Brand Advocacy: The Mediating Effect of Deservedness.
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245 1 0 $a Do Athletes Deserve to Have Consumers Advocating for Them?: The Effect of Athlete Brand Personality, Brand Image Attributes and Brand Loyalty on Athlete Brand Advocacy: The Mediating Effect of Deservedness.
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300 $a 144 p.
500 $a Source: Dissertations Abstracts International, Volume: 83-12, Section: A.
500 $a Advisor: Guerreiro, Joao.
502 $a Thesis (M.M.)--ISCTE - Instituto Universitario de Lisboa (Portugal), 2021.
506 $a This item must not be sold to any third party vendors.
520 $a In a context where sports are socially driven by the athletic ideal, athletes' deservedness has proven to encourage advocates to fight for their belonged outcomes and rewards. This research is needed for the specific field of sports because it extends deservedness studies into what creates the consumer support system, which may be essential to, afterward, catch other sports entities to also contribute to the athlete brands' success. Assuming advocates as the main support system, they are seen as a key element able to effect change to the athlete's worthy rewards. This thesis targets athletes that want to leverage their brand and their brand managers, who should understand the best way to articulate the athletes' promoted efforts (for social evaluation of deservedness), then develop the support system and encourage brand advocacy. This mindful investigation cares to address a new perspective of deservedness in the relationship athlete - consumer and conclude on what is the relational level most associated to deservedness and worth of social fair distribution of support - brand advocacy. An online questionnaire was conducted towards individuals who had a favorite athlete (N=300) and PLS-SEM was used to test and validate 6 hypotheses. Findings indicate that "athlete brand personality" does not significantly influence "athlete brand advocacy" and the mediating role of deservedness in this relationship is also non-significant; "athlete brand image attributes" and "brand loyalty" significantly strengthen "athlete brand advocacy" and the mediator role of "athlete deservedness" in these relationships is positively significant.
520 $a Num contexto em que o desporto e socialmente guiado pelo atleta ideal, o merecimento deste estimula os advogados da marca a lutarem pelos seus resultados e recompensas. Esta pesquisa e necessaria para o desporto, visto que expande os estudos de merecimento sobre o sistema de suporte dos consumidores, o que pode ser essencial para, eventualmente, contagiar outras entidades a contribuir para o sucesso da marca do atleta. Tendo os advogados como o principal sistema de suporte, estes sao um elemento-chave capazes de efetuar mudanca sobre as recompensas que o atleta recebe. Os alvos desta dissertacao sao os atletas que pretendempotenciar a sua marca e os respetivos gestores, que deverao perceber a melhor maneira de articular a divulgacao dos esforcos dos atletas (alvo de avaliacao social do merecimento), desenvolver o sistema de suporte e estimular a defesa da marca. Esta investigacao cuidadosa preocupa-se em tratar de uma nova perspetiva de merecimento na relacao atleta-consumidor e concluir sobre o nivel de relacao mais associado com merecimento e digno da defesa da marca. Um questionario online foi direcionado a individuos que tinham um atleta preferido (N=300) e o metodo PLS-SEM foi usado para testar 6 hipoteses. As conclusoes indicam que a "personalidade da marca do atleta" nao influencia significativamente a defesa dessa marca e o efeito mediador de "merecimento" nesta relacao tambem e nao-significativo; os "atributos da imagem de marca do atleta" e respetiva lealdade significativamente fortalecem a sua defesa e o efeito mediador de merecimento nestas relacoes e significativamente positivo.
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