Female athlete endorsers: Determinants of effectiveness |
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Authors: | Janet S. Fink Heidi M. Parker George B. Cunningham Jacquelyn Cuneen |
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Affiliation: | 1. University of Connecticut, 208 Gampel, 2095 Hillside Drive, Unit 1110, Storrs, CT 06269-1110, United States;2. University of Southern Maine, United States;3. Texas A&M, United States;4. Bowling Green State University, United States |
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Abstract: | In drawing from social role theory and the match-up hypothesis, the purpose of this study was to determine influential variables regarding the effectiveness of female athlete endorsers. A 2 (gender appropriate/gender inappropriate) × 2 (sport related product/non-sport related product) experiment was conducted with 296 participants from four different universities throughout the United States. Results indicated that type of sport had little effect on credibility measures. Further, the athlete's sport had no effect on athlete-product fit. The most important aspect relative to purchase intentions was the product being endorsed, not the sport in which the athlete competed. Results are discussed in terms of practical implications and theoretical considerations. |
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