Sportsman Endorsement, National Identity, and Product Purchase Intention: The Case of Chien-Ming Wang in Acer and McDonald’s Campaigns
Date Issued
2007
Date
2007
Author(s)
Lin, Chin-Chieh
DOI
zh-TW
Abstract
In 2006, Chien-Ming Wang won nineteen games in the regular season and one game in the post season, and even almost won the best honor ”Cy Young Award” in the intensely-competing MLB, hence titled as ”Taiwan Hero” by the fans in Taiwan because of his showing Taiwan to the world, just like the NBA “big man” Yao Ming to mainland China. Chien-Ming Wang not only gather Taiwan baseball fans but also make a business trend and fever for the enterprises in Taiwan to try to be the first to invite these overseas outstanding athletes to endorse for their brands. However, do all enterprises and brands fit the characteristics and images of these excellent athelete? Besides, to what level of practical effects and benefits can they bring to the whole companies? Owing to the lack of advanced academic researchs of this “Chien-Ming Wang phenonmenon” in Taiwan presently, I try to combine the multi-dimensional frame of (sportsman) endorser, brand and national identity in this research, as well as take the case of Wang’s endorsement for the local Acer and the foreign McDonald’s for example. I hope to find out how Taiwan fans interpret this phenomenon when they go consuming by this research, and provide enterprisers a meaning and sense of management as their reference for making strategic decisions.
The data are collected through questionnaires. Finally, there are 399 effective samples (200 for Acer and 199 for McDonald’s) that are analyzed by LISREL statistical method. The induced conclusions are as follows:
1. Whether the origin of the endorsement brand is local or foreign, the attractiveness, trustworthy, and expertise of the endorser do not have significant relations with consumers’ brand attitude because maybe the brand is relatively strong in its market area or maybe there is not much coincidence between the endorser’s professional image and the strong attributes of the endorsement brand.
2. Whether the origin of the endorsement brand is local or foreign, the fit degree of the endorser and the endorsement brand would positively and significantly affect brand attitude and purchase intention of consumers.
3. Only facing to local brands, consumers’ national identity would affect their purchase intention positively and significantly, but it can’t change the rational evaluation of consumers’ brand attitude. Besides, the effect of” Taiwan Hero (Chien-Ming Wang) phenomenon” is not significant.
4. Compared to consumer durable goods, consumers’ brand attitude may positively and definitely affect their purchase intention for consumer non-durable goods more.
5. For Taiwan market, whether the origin of the endorsement brand is local or foreign, the degrees of national identity’s effect on consumers’ brand attitude and purchase intention do not have a significant difference.
Subjects
代言人
王建民
品牌態度
購買意願
endorser
Chien-Ming Wang
national identity
brand attitude
purchase intention
Type
thesis