The Synthetic Influence Of Political Negative Information,Perceived Performance And Identification With Celebrity On Athlete's Sports Brand Endorsement

In recent years,with the slowdown of international economic growth and the frequent occurrence of political conflicts,it is more and more likely for famous athletes to get involved in politics,which also brings corresponding political risks and uncertainties for their endorsement of sports brands.On the other hand,as a professional athlete,sports performance is always the most important basis,and also affects people's perception and judgment of their negative behavior.This study takes the political conflict event caused by NBA star Trey Yang's comments on "Morey event" as a case study to explore whether political negative information will have an impact on the consumer's brand attitude and product purchase intention.According to the characteristics of athletes,relevant theories and previous research results,it introduces the variables perceived sports performance and identification with celebrity to explore the interaction between different factors.The research uses the questionnaire method and uses the data analysis software SPSS to analyze the reliability,validity,correlation and regression of the collected questionnaire data,so as to verify the research hypothesis and model.The results show that the influence of political negative information on athletes' sports brand endorsement is very limited,and the perceived sports performance will not affect consumers' judgment on the severity of political negative information of athletes.Identification with celebrity is the most important factor that affects the athletes' sports brand endorsement.Identification with celebrity plays a strong intermediary role between the perceived sports performance and the consumers' purchase intention.At the same time,to some extent,Identification with celebrity affects the attitude of consumers towards sports brands.Finally,consumers' attitude towards sports brand will affect their purchase intention of endorsed products.Considering the special background of the times and the special relationship between brands and spokesmen,this study is helpful for sports brands to grasp the process of using celebrity athletes for endorsement in the new era context and has the realistic enlightenment significance.