Advertising Effects of Female Athletes in Non-Sport Brand Contexts and the Mediating Effect of Self-Congruity : A Case Study of Tennis Player Zheng Qinwen

Purpose: This study aims to empirically investigate how consumers’ perceptions of integrated advertising model characteristics, within the context of non-sports brand advertisements featuring female athletes, influence self-congruity (both ideal and actual self-congruity), purchase intention, and brand loyalty. Additionally, another objective is to verify the mediating effect of self-congruity in the relationship between advertising model characteristics and both purchase intention and brand loyalty.<br/> Method: A survey was conducted among consumers of a non-sports brand advertised by a renowned Chinese tennis player. A total of 345 valid samples were obtained. Structural Equation Modeling (SEM) was used to analyze the data and test the research hypotheses. The significance of the indirect effects of self-congruity, specifically its mediating role, was confirmed using the bootstrapping technique.<br/> Results: The findings were as follows: First, advertising model characteristics had a significant positive (+) influence on both ideal self-congruity and actual self-congruity. Second, self-congruity positively influenced both purchase intention and brand loyalty. Third, advertising model characteristics showed a significant positive (+) influence on both purchase intention and brand loyalty. Fourth, self-congruity was found to have a significant indirect (mediating) effect on the relationship between advertising model characteristics and both purchase intention and brand loyalty.<br/> Conclusion: This research is significant because it empirically demonstrates that the integrated advertising model characteristics of female athletes can lead to positive consumer behaviors, even in the context of non-sports brands. Furthermore, self-congruity plays a crucial mediating role in this process.