The Dynamic Effects of Athletes’ Marketable Lifestyles on Consumer Attitudes and Behavioral Loyalty: A Multi-Group Analysis of the Moderating Effect of Consumer Gender
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This study examines the impact of athletes’ marketable lifestyle attributes (life story, role model, and relationship effort) on consumer attitudes and behavioral loyalty, incorporating a multi-group analysis to assess the moderating effect of consumer gender. A structural equation modeling (SEM) analysis, based on survey data from 600 South Korean consumers, reveals that life story and role model significantly influence consumer attitudes, which in turn drive behavioral loyalty. However, relationship effort does not exhibit a statistically significant effect. Multi-group SEM analysis indicates that male consumers place greater emphasis on role model attributes, while female consumers respond more strongly to relationship effort. These findings provide theoretical contributions to athlete brand management and offer practical insights for sports marketers in designing gender-specific branding strategies to enhance consumer engagement and long-term brand loyalty.
Abstract
This study examines the impact of athletes’ marketable lifestyle attributes (life story, role model, and relationship effort) on consumer attitudes and behavioral loyalty, incorporating a multi-group analysis to assess the moderating effect of consumer gender. A structural equation modeling (SEM) analysis, based on survey data from 600 South Korean consumers, reveals that life story and role model significantly influence consumer attitudes, which in turn drive behavioral loyalty. However, relationship effort does not exhibit a statistically significant effect. Multi-group SEM analysis indicates that male consumers place greater emphasis on role model attributes, while female consumers respond more strongly to relationship effort. These findings provide theoretical contributions to athlete brand management and offer practical insights for sports marketers in designing gender-specific branding strategies to enhance consumer engagement and long-term brand loyalty.