English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The purpose of this study is to investigate the influence of guarantee advertising by three sports stars (Jisung Park, Doori Cha, and Tahwan Park) working for famous sport brand names such as Nike, Adidas, and Fila on the intention of purchasing. In the study, total 240 people of all ages but those who are under twenty are chosen to conduct a survey. The results of investigation is the followings. First, with the respect of gender and age there are statistically meaningful differences between sports stars' guarantee advertising and consumers' intention of purchasing sporting goods that result from demographical elements. Second, how the guarantee advertising of sports stars have an influence on consumer's intention of purchasing products results in the three sports stars in a different way. As for Jisung Park, the result represents that his athlete characteristics such as expertise, creditability and similarity have to do with consumers' intention of purchasing goods most. Third, as for Doori Cha, the result identifies that his creditability and similarity plays an important role for the consumers' intention of purchasing. Forth, as for Tahwan Park, similarity has some meaningful influence on the sport consumer’s intention of purchasing. The fact that similarity plays an important role in common for the consumers' intention of purchasing is noteworthy to the researchers relating to the advertisement area.

A Study of Sports Stars' Guarantee Advertising and Consumers' Intention to Purchase Sporting Goods