The Impact of Team's Identification Congruence Between Football Celebrities and Fans on Celebrities Credibility, Advertising, and Brand

Autor:	Ali Ahmed Abdelkader, Hussein Moselhy Syead Ahmed
Rok vydání:	2019
Předmět:	Congruence (geometry) 0502 economics and business 05 social sciences Credibility 050211 marketing Advertising Football Psychology 050203 business & management
Zdroj:	International Journal of Online Marketing. 9:1-22
ISSN:	2156-1745 2156-1753
Popis:	This research aims to find out and analyze the impact of team's identification congruence between football celebrity and fans on fans' attitudes towards credibility of the celebrity, advertising, and brand in a sample of four major fans groups via social media. A quantitative approach was applied through a questionnaire of 377 football fans in an Egyptian league that was distributed, collected and statistically analyzed. The findings revealed that the fans' attitudes towards credibility of the spokesperson, advertising, and brand are statistically and significantly affected by team's identification congruence between football celebrity and fans. The most vital recommendation of this research is that: team's identification congruence between football celebrity and fans should be taken into consideration before designing the advertising.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::028f337cd03600ca155a2ad34ed5dcb7 https://doi.org/10.4018/ijom.2019070101 Zobrazit plný text záznamu