The Influence of Kobe Bryant as an Endorser and Subjective Norms on Consumer Purchase Intentions for Nike Basketball Shoes

Mohammed Alvan Principia Henry, Budi Astuti, Basu Swastha Dharmmesta

Abstract

Advances in information and communication technology have made it easier for public figures, such as the late Kobe Bryant, a basketball star from the United States, to be recognized by people around the world, including Indonesia. Sportswear and footwear manufacturer Nike has capitalized on its popularity to market sports products, especially basketball shoes, products that fit Kobe Bryant’s area of expertise. This study aims to analyze the effect of attitudes towards Kobe Bryant as an endorser, attitudes towards the Nike brand, and subjective norms on consumer purchase intentions for Nike brand basketball shoes. The population in this study are Indonesian people who have knowledge of Kobe Bryant and the Nike brand but have never bought Nike brand basketball shoes. Primary data was collected by distributing questionnaires boldly to 231 respondents. Purposive sampling tech- nique aims to be used to determine the sample. Four hypotheses have been tested using the AMOS program version 24 and the Structural Equation Modeling (SEM) method, and all hypotheses are supported.

Keywords

Attitude towards endorser; attitude towards brand; subjective norms; purchase intention

Full Text:

PDF

References

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human decision Processes, 50, 179-211.

Bergkvist, L., & Zhou, K. Q. (2016). Celebrity En- dorsements: a Literature Review and Re- search Agenda. International Journal of Adver- tising, 35(4), 642–663.

Binns, J. (2020). Kobe and Nike Gave Basketball 17 Years of Sneakers. Available at: https://sourc- ingjournal.com/footwear/footwear-brands/ kobe-bryant-nike-basketball-sneakers-nba- lakers-stockx-192097/. 2 May 2021.

Choi, S. M., & Rifon, N. J. (2002). Antecedents and Consequences of Web Advertising Credibility. Journal of Interactive Advertising, 3(1), 12–24.

Dharmmesta, B. S. (1998), Theory of Planned Behav- iour dalam Penelitian Sikap, Niat dan Perilaku Konsumen. Kelola Gadjah Mada University Business Review, 7(18), 85-103.

Dharmmesta, B. S., & Khasanah, U. (1999). Theory of Planned Behavior: an Application to Trans- port Service Consumers. Gadjah Mada Inter- national Journal of Business, 1(18), 85-103.

Dorsey, J. (2013). Complete Resume of Kobe Bryant’s Historic Career Accomplishments, Bleacher Report. Available at: https://bleacherreport. com/articles/1586810-complete-resume- of-kobe-bryants-historic-career-accomplish- ments. 2 May 2021.

Erdogan, B. Z. (1999). Celebrity Endorsement: a Literature Review. Journal of Marketing Man- agement, 15(4), 291-314.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, In- tention, and Behavior: an Introduction to Theory and Research. Boston, MA: Addison-Wesley.

Fishbein, M., & Ajzen, I. (2010), Predicting and Changing Behavior: The Reasoned Action Ap- proach. New York, NY: Psychology Press.

Fraser, N., Hill, B., & Sotiriadou, P. (2016). The Ef- fects of Using Pre-Elite Athletes as Brand En- dorsers on Purchase Intention and Brand Im- age. International Journal of Sport Management and Marketing, 16(3-6), 133.

Hasan, H. N., & Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived Be- havioral Control Towards Organic Food Pur- chase Intention. Journal of Management and Business Environment (JMBE), 1(2), 132-153.

Jain, S. (2020). Assessing the Moderating Effect of Subjective Norm on Luxury Purchase Inten- tion: a Study of Gen Y Consumers in India. International Journal of Retail & Distribution Management, 48(5), 517-536.

Kim, Y. J., & Na, J. H. (2007). Effects of Celebrity Athlete Endorsement on Attitude Towards the Product: the Role of Credibility, Attrac- tiveness and the Concept of Congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23 – 33.

Kottler, P., & Keller, K. L. (2016). Marketing Man- agement, 15th ed. Harlow, UK: Pearson.

Lear, K. E., Runyan, R. C., & Whitaker, W. H. (2009). Sports Celebrity Endorsements in Retail Products Advertising. International Journal of Retail & Distribution Management, 37(4), 308–321.

Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A Com- parison of the Theory of Planned Behavior and the Theory of Reasoned Action. Personal- ity and Social Psychology Bulletin, 18(1),3–9.

McCracken, G. (1989). Who Is the Celebrity En- dorser? Cultural Foundations of the Endorse- ment Process. Journal of Consumer Research, 16(3), 310-321.

Newell, S. J., & Goldsmith, R. E. (2001). The De- velopment of a Scale to Measure Perceived Corporate Credibility. Journal of Business Re- search, 52(3), 235–247. Jurnal Dinamika Manajemen, 14 (1) 2023, 158-169.

Parianti, N. P. I., Suartana, I. W., & Badera, I. D. N. (2016). Faktor-Faktor yang Memengaruhi Niat dan Perilaku Whistleblowing Maha- siswa Akuntansi. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 5(12), 4209-4236.

Park, H. S. (2000). Relationships among Attitudes and Subjective Norms: Testing the Theory of Reasoned Action Across Cultures. Communi- cation Studies, 51(2), 162–175.

Sheeraz, M., Khattak, A. K., Mahmood, S., & Iqbal, N. (2016). Mediation of Attitude Toward Brand on the Relationship between Service Brand Credibility and Purchase Intentions. Pakistan Journal of Commerce and Social Sci- ences, 10(1), 149-163.

Sheth, J., & Mittal, B. (2004). Customer Behavior: a Managerial Perspective, 2nd ed. Mason, Ohio: Thompson Learning.

Stafford, M. R., Spears, N. E., & Hsu, C. K. (2003). Celebrity Images in Magazine Advertise- ments: an Application of the Visual Rhetoric Model. Journal of Current Issues & Research in Advertising, 25(2), 13–20.

Tikkanen, A. (2019). Nike, Inc, Encyclopedia Britan- nica. Available at: https://www.britannica. com/topic/Nike-Inc. 31 March 2021.

Trafimow, D., & Finlay, K. A. (1996). The Impor- tance of Subjective Norms for a Minority of People between Subjects and within Subjects Analyses. Personality and Social Psychology Bulletin, 22(8), 820–828.

Um, N. H., & Jang, A. (2020). Impact of Celebrity Endorsement Type on Consumers’ Brand and Advertisement Perception and Purchase Intention. Social Behavior and Personality: an International Journal, 48(4).

Wiedmann, K. P., & von Mettenheim, W. (2021). Attractiveness, Trustworthiness and Expertise–Social Influencers’ Winning Formula? Journal of Product & Brand Management, 30(5), 707-725.

Wu, K. K. W., & Li, Y. (2013). Measuring the Im- pact of Celebrity Endorsement on Consumer Behavioral Intentions: a Study of Malaysian Consumers. International Journal of Sports Marketing and Sponsorship, 14(3), 2 – 22.

View Counter: Abstract - 791 and PDF - 642

Refbacks

  • There are currently no refbacks.


Bookmark and Share