O Conceito de Congruência e o Endosso de Celebridades Esportivas

Thiago Mendes do Nascimento, Otávio Bandeira De Lamônica Freire, Leandro Carlos Mazzei, Diego dos Santos Vega Senise

Resumo


O segmento dos esportes, bem como o endosso de celebridades e o marketing esportivo vem apresentando crescimento significativo no cenário nacional e global, o que acarreta estudos e planejamentos cada vez mais precisos com o objetivo de atingir o público alvo de maneira mais assertiva. Este trabalho propõe investigar os antecedentes da congruência do endosso de celebridades, bem como o nível de congruência entre celebridades esportivas com alto reconhecimento e diferentes categorias de produtos. Como metodologia, foi desenvolvido um estudo de natureza quantitativa e os dados foram analisados basicamente por meio de duas técnicas estatísticas: regressão linear e análise de variância. Os resultados apontam que duas das três antecedentes testadas são, de fato, significantes para o entencimento da congruência, assim como evidenciam diferenças significativas na percepção do público em relação à participação de atletas no endosso das três categorias de produtos testadas, de acordo com o nível de congruência percebido, indicando, desta forma, a necessidade de estudos prévios por parte das empresas que desejam ter suas marcas e produtos promovidos por celebridades esportivas.

DOI: 10.5585/podium.v2i2.61


Palavras-chave


Esporte; Congruência; Celebridade Esportiva; Endosso de Celebridades; Marketing

Referências


Andrade, J. (2008). A fama como passaporte para a atenção: reflexões sobre o uso de celebridades na comunicação de marketing global. Internext, 3(1), 16-38.

Bhusham, R (2007). Regional stars to power big endorsements. Recuperado em 15 outubro, 2013, de http:/economictimes.indiatimes.com/Regional_stars_to_power_b ig_endorsements_/articleshow/2063323.cms.

Boyd, T. C., & Shank, M. D. (2004). Athletes as Product Endorsers: The Effect of Gender and Product Relatedness, Sport Marketing Quarterly, 13(2), 82-93.

Bush , A. J., Martin, C. A., & Bush , V. D. (2004). Sports Celebrity Influence on the Behavioral Intentions of Generation Y. Journal of Advertising Research, 44(1), 108-118.

Carrillat, F. A., D’astous, A., & Lazure, J. (2013). For Better, for Worse? What to Do When Celebrity Endorsements Go Bad. Journal of Advertising Research, 53(1), 15-30.

Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology and Marketing, 29(9), 639-650.

__________ (2007), Who is celebrity in Advertising? Understanding dimensions of celebrity images, Journal of Popular Culture, 40(2), 304-324.

D’astous, A., & Bitz, P. (1995), Consumer evaluations of sponsorship programmes, European Journal of Marketing, 29(12), 6-22.

Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41, 39–48.

Fleck, N., & Korchia M. (2006). Les célébrités dans la publicité: le rôle de la congruence, Actes du XXIIème Congrès de l’AFM, 11-12 mai, Nantes.

Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in Advertising: Looking for Congruence or Likability? Psychology and Marketing, 29(9), 651-662.

Fornell, C. (1992). A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 56, 6-21.

Freire, O., & Senise, D. (2011). Percepção de Celebridades do Esporte: um modelo de escolha, gestão e controle do seu uso em relação às marcas. Revista Organicom, 8, 218-232.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2009). Análise multivariada de dados (6a ed.). Porto Alegre: Bookman.

Hastie, R. (1980). Memory for Behavioral Information That Confirms or Contradicts a Personality Trait. in R. Hastie (Ed.) Personal Memory: The Cognitive Basis for Social Perception. Hillsdale, NJ: Erlbaum Associates.

Hastie, R., & Kumar, P. A. (1979) Person Memory: Personality Traits as Organizing Principles in Memory for Behaviors, Journal of Personality and Social Psychology, 37(1), 25-38.

Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency? Journal of Consumer Research, 18, 475-492.

Huston C. R., D’ouville, E., & Willis, T. H. (2003). Race and Gender Effects on Consumer Identification of Products with Celebrities Endorsers. The Marketing Management Journal, 13(1), 85-99.

Iddiols, D. (2002). The Fame Game: Using Celebrity Effectively. Admap, 37(11), 27-29.

Isidore, C. (2003). Advertisers Worry: Who’s Next? Recuperado em 15 outubro, 2013, de http://money.cnn.com/2003/07/21/news/companies/kobe_impact/

Jain, V., Roy, S., Kumar, A. E., & Kabra, A. (2010). Differencial effect of national vs. Regional celebirties on consumer attitudes. Management and Marketing, 5(4), 121-134.

Kamins, M. A. (1990). An Investigation into the match-up hypothesis in celebrity advertising: when beauty may be only skin deep, Journal of Advertising, 19(1), 4-13.

Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: a match up hypothesis perspective, Psychology and Marketing, 11(6), 569-586.

Keel, A., & Nataraajan, R. (2012). Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding. Psychology and Marketing, 29(9), 690-703.

Khatri, P. (2006). Celebrity Endorsement: A Strategic Promotion Perspective. Indian Media Studies Journal, 1(1), 25-37.

Louie, T. A, Kulik, R. L. E., & Jacobson, R. (2001). When bad things happen to the endorsers of good products. Marketing Letters, 12(1), 13-23.

Mccraken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer Research, 16(3), 310-321.

Meyers-Levy J., & Tybout A. M. (1989). Schema congruity as a basis for product evaluation, Journal of Consumer Research, 16, 39-54.

Misra, S. & Beatty S. E. (1990). Celebrity spokesperson and brand congruence, an assessment of recall and affect, Journal of Business Research, 21, 159-173.

Mohammad, O. A. Z., & Mohammad, T. B. (2011). The effect of using celebrities in advertising on the buying decision: empirical study on students in jarash private university. American Journal of Scientific Research, 13, 59-70.

Ohanian, R. (1991). The impact of celebrity spokepersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46-54.

Pringle, H., & Binet, L. (2005). How Marketers can use celebrities to sell more effectively. Journal of Consumer Behaviour, 4(3), 201-214.

Simons, H. W., Berkowitz, N. N., & Moyer, R. J. (1970). Similarity, credibility, and attitude change: a review and a theory. Psychological Bulletin, 73(1), 1-16.

Srull, T.K. (1981). Person Memory: Some Tests of Associative Storage and Retrieval Models. Journal of Experimental Psychology, 7(6), 440-463.

Till, B. D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product and Brand Management, 7(5), 400-409.

Wann, D. L., Melnick, M. J., Russel, G. W., & Pease, D. G. (2001). Sport Fans: The Psychology and Social Impact of Spectators. New York: Routledge.

Ybarra, O., & Stephan, W. G. (1996). Misanthropic Person Memory, Journal of Personality and Social Psychology, 70(4), 691-700.


Texto completo: PDF

Apontamentos

  • Não há apontamentos.




Licença Creative Commons
Este trabalho está licenciado sob uma Licença Creative Commons Attribution 3.0 .

PODIUM Sport, Leisure and Tourism Review e-ISSN: 2316-932X
Rua Vergueiro, 235/249 - Liberdade, São Paulo - SP, (Brasil). 01504-000