여성 스포츠선수의 비스포츠 브랜드 광고 효과와 자아일치성의 매개효과 : 중국 테니스 선수의 사례를 중심으로

Abstract

Purpose: This study aims to empirically investigate how consumers’ perceptions of integrated advertising model characteristics, within the context of non-sports brand advertisements featuring female athletes, influence self-congruity (both ideal and actual self-congruity), purchase intention, and brand loyalty. Additionally, another objective is to verify the mediating effect of self-congruity in the relationship between advertising model characteristics and both purchase intention and brand loyalty. Method: A survey was conducted among consumers of a non-sports brand advertised by a renowned Chinese tennis player. A total of 345 valid samples were obtained. Structural Equation Modeling (SEM) was used to analyze the data and test the research hypotheses. The significance of the indirect effects of selfcongruity, specifically its mediating role, was confirmed using the bootstrapping technique. Results: The findings were as follows: First, advertising model characteristics had a significant positive (+) influence on both ideal self-congruity and actual self-congruity. Second, self-congruity positively influenced both purchase intention and brand loyalty. Third, advertising model characteristics showed a significant positive (+) influence on both purchase intention and brand loyalty. Fourth, self-congruity was found to have a significant indirect (mediating) effect on the relationship between advertising model characteristics and both purchase intention and brand loyalty. Conclusion: This research is significant because it empirically demonstrates that the integrated advertising model characteristics of female athletes can lead to positive consumer behaviors, even in the context of non-sports brands. Furthermore, self-congruity plays a crucial mediating role in this process.