The effect of Celebrity Endorsement Marketing Strategy of Tennis Sports Brands on Brand Attitude and Purchase Intention in North Cyprus

Abstract

This study set out to examine the antecedents of purchase intention in the North Cyprus tennis sporting industry. Specifically, it examined the effect of endorser credibility and brand congruency on brand attitude, the effect of brand attitude on purchase intention and the moderating effect of negative publicity on the brand attitude-purchase intention path. Using data from consumers of the tennis products sold by tennis brands in North Cyprus, the study analyzed the data using PLS-SEM conducted via the ADANCO PLS software. It found no support for the effect of endorser credibility on brand attitude nor any support for the moderating effect of negative publicity on the brand attitude-purchase intention path. However, it did find support for the effect of brand congruency on brand attitude and for the effect of brand attitude on purchase intention. Summarily, it found that within the North Cyprus tennis goods industry, consumers cared more about endorser congruency with the brand than with endorser credibility.