Article2009

To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands

143 citations0/0 files storedSport Marketing Quarterly

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

Abstract

This research reports on two studies that examine the roles of product-endorser “fit” with celebrity and non-celebrity endorsers by comparing the effects of a famous athlete and an unknown model on a variety of consumer responses. Additionally, schema theory is tested as the mechanism driving these effects. The results of the first experiment suggest that a famous athlete is more effective when endorsing a sport brand than a non-sport brand, but only for enhancing the image of the celebrity. In the second experiment, an anonymous model is identified as either a famous athlete or not and is paired with either a sport-related brand or a non-sport brand. Results indicate that an anonymous model identified as an athlete is more effective as an endorser where there is a match between the endorser and the product.

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1958The psychology of interpersonal relations.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase

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