Article2007

Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence

130 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit between the celebrity athlete endorser and the endorsed product was congruent (vs incongruent; Experiment 1). Furthermore, participants in the high concept of congruence condition evaluated the endorsed product more favourably than those in the low concept of congruence condition only when the fit between the celebrity athlete endorser and the endorsed product was incongruent (Experiment 2).

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References

1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1986Strategic Brand Concept-Image Management 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis 1999Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad

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2017Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement 2019A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication 2021Forty-five years of celebrity credibility and endorsement literature: Review and learnings 2020Psychological ownership in social media influencer marketing

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