The Impact of Sports Stars’ Personal Brands on Brand Love with the Mediating Role of Global Brand Value (A Study Among Sports Stars’ Fans)
Keywords:
Global Brand Value, Personal Brand, Brand Expertise, Brand Love, Brand CongruenceAbstract
In the contemporary era, modern marketing has adopted novel strategies to penetrate global markets by focusing on consumer identity and utilizing shared cultural symbols. As powerful tools and transnational symbols, sports stars play a key role in transferring brand meaning and forming deep emotional relationships. The purpose of this study was to investigate the impact of sports stars’ personal brands on brand love, considering the mediating role of global brand value. In terms of purpose, this is an applied study, and methodologically, it employs a descriptive-survey design. The statistical population comprised fans of sports stars in the city of Zanjan, from which 384 individuals were selected using a convenience simple random sampling method. Data were collected using a standardized and localized questionnaire, and Structural Equation Modeling (SEM) was utilized for data analysis. The findings indicated that all dimensions of personal branding (attractiveness, expertise, and congruence) have a positive and significant impact on global brand value. Furthermore, global brand value has a positive impact on brand love. The results confirmed that global brand value plays a significant mediating role in the relationship between sports stars’ personal brands and brand love. Overall, this research highlights the necessity for managers to pay attention to the personality dimensions of stars and global brand perceptions in order to create fans’ emotional loyalty.
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Copyright (c) 2024 Zohreh Moharrami (Author); Firooze Hajialiakbari
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
