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Study of the Influence Mechanism of Sports Brand Celebrity Endorsement Effect on Sichuan Fans' Purchase Intention

Changrong Lai


This study investigates the effects of sports celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. The three research objectives are; to explore the influence of celebrity endorsement effect on Sichuan fans' purchase intention, perceived value, trust, brand image, and the status of the adjustment mechanism, and to study the influencing factors of celebrity endorsement of sports brands on the purchase intention, and to propose Sichuan fan groups on the purchase intention of sports brands under the influence of celebrity endorsement variables.


Sports Brand Celebrity; Endorsement Effect; Fan Purchase Intention

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Mo F. (2021). Research on the influence of agricultural enterprise brand image on consumers' purchase intention: Based on Bell model. Anhui Agricultural Sciences. Vol 12, p.225-229.

Zhou Y. and Bai M. (2021). The Value Co-innovation Mechanism of Celebrity Endorsements - An Online Ethnography Study Based on Multiple Fan Communities. Foreign Economics and Management. Vol 1, p.3-22.

DOI: http://dx.doi.org/10.18686/fm.v7i5.6007