The Impact of Team's Identification Congruence Between Football Celebrities and Fans on Celebrities Credibility, Advertising, and Brand

Ali Ahmed Abdelkader and Hussein Moselhy Syead Ahmed
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Ali Ahmed Abdelkader: Faculty of Commerce, Kafrelsheikh University, Kafr el-Sheikh, Egypt
Hussein Moselhy Syead Ahmed: University of Kafrelsheikh, Kafr el-Sheikh, Egypt

International Journal of Online Marketing (IJOM), 2019, vol. 9, issue 3, 1-22

Abstract: This research aims to find out and analyze the impact of team's identification congruence between football celebrity and fans on fans' attitudes towards credibility of the celebrity, advertising, and brand in a sample of four major fans groups via social media. A quantitative approach was applied through a questionnaire of 377 football fans in an Egyptian league that was distributed, collected and statistically analyzed. The findings revealed that the fans' attitudes towards credibility of the spokesperson, advertising, and brand are statistically and significantly affected by team's identification congruence between football celebrity and fans. The most vital recommendation of this research is that: team's identification congruence between football celebrity and fans should be taken into consideration before designing the advertising.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:9:y:2019:i:3:p:1-22

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