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Publication
O papel dos endorsers na imagem de marca dos produtos de fitness
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Authors
Abstract(s)
Com a expansão das redes sociais, as marcas passaram a investir cada vez mais recursos para expandir o seu alcance online e chegarem mais consumidores. Tal como nos meios de comunicação tradicionais, os endorsers desempenham um papel crucial na promoção de marcas e produtos no mundo digital. Uma vez que a utilização de endorsers pode representar investimentos significativos para as marcas, avaliar a eficácia dos mesmos nas atitudes, preferências e intenções de compra dos clientes é relevante e permite avaliar o retorno do investimento das estratégias de marketing, bem como afetar os recursos de forma mais eficiente. O principal objetivo deste estudo é analisar o impacto desses endorsers nas marcas de fitness, focando-se em duas características principais dos endorsers: a expertise e a atratividade. De forma a atingir este objetivo, foi realizado um questionário online com design 2 (alta vs baixa expertise) X 2 (alta vs baixa atratividade) a um total de 207 participantes. Estes participantes avaliaram duas características principais dos endorsers – expertise e atratividade - bem como as suas atitudes em relação aos endorsers e à marca a eles associada. Para além disso, foram também avaliadas as intenções de compra e de recomendação da marca por parte dos consumidores. Para validação das hipóteses em estudo foi estimado um modelo de equações. Os resultados revelaram que a expertise do endorser desempenha um papel significativo tanto nas atitudes dos consumidores em relação ao endorser como nas suas intenções de compra. Embora a atratividade do endorser influencie positivamente as atitudes dos consumidores em relação a este, não foi encontrada uma relação direta com a intenção de compra de produtos de fitness. A importância da relação entre a atitude em relação ao endorser e a atitude em relação à marca também é suportada neste estudo, bem como o impacto significativo da atitude em relação à marca nas intenções de compra e recomendação. Os profissionais de marketing e gestores de marcas no segmento dos produtos de fitness, face a estes resultados devem efetuar uma seleção cuidadosa de endorsers, procurando a combinação certa de expertise e atratividade pode influenciar positivamente as atitudes dos consumidores.
ABSTRACT: In the social media era, brands invest increasing resources to expand their reach and brand awareness online. Just as in traditional media, endorsers play a crucial role in promoting brands and products. Since endorsement deals involve significant investments for brands, assessing the effectiveness of endorsers in driving customers’ attitudes, preferences, and purchase intentions is of the utmost importance and enables brands to evaluate the return on investment of their endorsement strategies and allocate resources more efficiently. The main goal of this study is to analyze the impact of those endorsers on fitness brands, focusing on two main endorser traits, expertise, and attractiveness. To achieve this goal, a controlled experiment employing a 2 (high vs low expertise) X 2 (high vs low attractiveness) design was conducted on a total of 207 online survey participants. These participants assessed two main endorser characteristics - expertise and attractiveness - and their attitudes towards both the endorsers and the associated brand. Furthermore, consumer’s intentions to purchase and recommend the brand were also evaluated. For this purpose, structural equation modeling was used to test the hypotheses. The results revealed that endorser expertise plays a significant role both in consumers' attitudes towards the endorser and in their purchase intentions. While endorser attractiveness positively influences consumers' attitudes towards them, no direct relationship to purchasing fitness products was found. The importance of the relationship between attitude towards the endorser and attitude towards the brand is also supported in this study, along with the significant impact of attitude towards the brand on purchase and recommendation intentions. These findings have crucial implications for marketing professionals and brand managers in the fitness product segment, suggesting that careful selection of endorsers with the right combination of expertise and attractiveness can positively influence consumer attitudes.
ABSTRACT: In the social media era, brands invest increasing resources to expand their reach and brand awareness online. Just as in traditional media, endorsers play a crucial role in promoting brands and products. Since endorsement deals involve significant investments for brands, assessing the effectiveness of endorsers in driving customers’ attitudes, preferences, and purchase intentions is of the utmost importance and enables brands to evaluate the return on investment of their endorsement strategies and allocate resources more efficiently. The main goal of this study is to analyze the impact of those endorsers on fitness brands, focusing on two main endorser traits, expertise, and attractiveness. To achieve this goal, a controlled experiment employing a 2 (high vs low expertise) X 2 (high vs low attractiveness) design was conducted on a total of 207 online survey participants. These participants assessed two main endorser characteristics - expertise and attractiveness - and their attitudes towards both the endorsers and the associated brand. Furthermore, consumer’s intentions to purchase and recommend the brand were also evaluated. For this purpose, structural equation modeling was used to test the hypotheses. The results revealed that endorser expertise plays a significant role both in consumers' attitudes towards the endorser and in their purchase intentions. While endorser attractiveness positively influences consumers' attitudes towards them, no direct relationship to purchasing fitness products was found. The importance of the relationship between attitude towards the endorser and attitude towards the brand is also supported in this study, along with the significant impact of attitude towards the brand on purchase and recommendation intentions. These findings have crucial implications for marketing professionals and brand managers in the fitness product segment, suggesting that careful selection of endorsers with the right combination of expertise and attractiveness can positively influence consumer attitudes.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 15 de julho de 2024, Universidade dos Açores.
Keywords
Atratividade Endorser Expertise Marcas de Fitness
Citation
Cabral, Alexandre Pimentel. (2024). "O papel dos endorsers na imagem de marca dos produtos de fitness". 32 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2024. Disponível em http://hdl.handle.net/10400.3/7259