We examined the effects of reflective and impulsive intentions on product purchasing in the sport merchandise context (specifically, basketball shoes), and investigated the moderating effects of a celebrity endorsement on these relationships. We used convenience sampling to collect data from 826 basketball game attendees in Taiwan. We conducted structural equation modeling with a 2-group overall path model for data analysis. The empirical results revealed that reflective and impulsive determinants both positively predicted the intention to purchase basketball shoes. In addition, celebrity endorsement moderated the relationship between reflective and impulsive intentions to buy the product. A practical implication of our findings is that if sport marketing practitioners know that celebrity endorsement strengthens both reflective and impulsive intentions, they would develop more effective marketing strategies.
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