Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 구자근 | - |
dc.date.accessioned | 2022-08-11T01:48:20Z | - |
dc.date.available | 2022-08-11T01:48:20Z | - |
dc.date.issued | 2021-11 | - |
dc.identifier.citation | International Journal of Sports Marketing & Sponsorship. 2022, Vol. 23 Issue 2, p241-258. 18p. 2 Diagrams, 7 Charts, 1 Graph. | en_US |
dc.identifier.issn | 1464-6668 | - |
dc.identifier.uri | https://www.emerald.com/insight/content/doi/10.1108/IJSMS-12-2020-0241/full/html | - |
dc.identifier.uri | https://repository.hanyang.ac.kr/handle/20.500.11754/172350 | - |
dc.description.abstract | Purpose: The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions. Design/methodology/approach: In total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses. Findings: The survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise. Originality/value: The research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products. | en_US |
dc.description.sponsorship | The author deeply appreciates the constructive comments of the guest editors (Drs. Gabriel CepedaCarrion, Joseph F. Hair. Christian M. Ringle, Jose L. Roldan and Jeronimo Garcıa) and anonymous reviewers. | en_US |
dc.language.iso | en | en_US |
dc.publisher | EMERALD GROUP PUBLISHING LTD | en_US |
dc.subject | Human brand extensions | en_US |
dc.subject | Brand extensions | en_US |
dc.subject | Human brands | en_US |
dc.subject | Brand personality | en_US |
dc.subject | Athlete celebrity | en_US |
dc.title | Antecedents of the Attitude toward the Athlete Celebrities’ Human Brand Extensions | en_US |
dc.type | Article | en_US |
dc.identifier.doi | 10.1108/IJSMS-12-2020-0241 | - |
dc.relation.journal | INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP | - |
dc.contributor.googleauthor | Koo, Jakeun | - |
dc.relation.code | 2021040575 | - |
dc.sector.campus | E | - |
dc.sector.daehak | COLLEGE OF BUSINESS AND ECONOMICS[E] | - |
dc.sector.department | SCHOOL OF BUSINESS ADMINISTRATION | - |
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