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Background: Nowadays sports brands are highly competitive in the market. Therefore, the concept of athlete personal branding is used to build brand trust, perceived quality, and brand loyalty. However, there is no previous research about the effect of athlete personal branding on brand trust, perceived quality, and brand loyalty in sports product.
Objective: The purpose of this research was to examine the effect of athlete personal branding on brand trust, perceived quality, and brand loyalty in sports product.
Method: This study was quantitative research by using online survey questionnaire to ask a sample of 400 respondents who well recognize both sports brand and athlete presenter’s brand. To measure the constructs, we modified survey questionnaire from previously developed scales. The resulting 32-item questionnaire consisted of four main components: athlete personal branding, brand trust, perceived quality, and brand loyalty. Our study conducted correlation and regression by using SPSS 24.0.
Results: The athlete personal branding would predict the brand trust at 38.6 (R2=0.386), perceived quality at 47.7 (R2=0.477), and brand loyalty at 58.1 (R2=0.581). The influence of athlete personal branding on brand trust was 0.621 (β=0.621), perceived quality was 0.691 (β=0.691), and brand loyalty was 0.762 (β=0.762). The effect of athlete personal branding on brand trust, perceived quality, and brand loyalty were statistically significant in the expected direction (p<0.01), with moderate levels of factor loading.
Conclusion: The athlete personal branding increases brand trust, perceived quality, and brand loyalty in sports product. Our findings on athlete personal branding appear to be advantage for managers to perform marketing public relations strategies and to increase their revenues and profits.
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