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Female athlete endorsers: Determinants of effectiveness

Author

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  • Fink, Janet S.
  • Parker, Heidi M.
  • Cunningham, George B.
  • Cuneen, Jacquelyn

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.

Suggested Citation

  • Fink, Janet S. & Parker, Heidi M. & Cunningham, George B. & Cuneen, Jacquelyn, 2012. "Female athlete endorsers: Determinants of effectiveness," Sport Management Review, Elsevier, vol. 15(1), pages 13-22.
    • Handle: RePEc:eee:spomar:v:15:y:2012:i:1:p:13-22
    DOI: 10.1016/j.smr.2011.01.003
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    References listed on IDEAS

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    1. Stephanie Seguino, 2007. "PlusCa Change? evidence on global trends in gender norms and stereotypes," Feminist Economics, Taylor & Francis Journals, vol. 13(2), pages 1-28.
    2. Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 535-547, March.
    3. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
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    1. Lee, Joon Sung & Babiak, Katherine, 2019. "Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation," Sport Management Review, Elsevier, vol. 22(4), pages 553-565.
    2. Koo, Jakeun & Lee, Younghan, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Elsevier, vol. 22(2), pages 222-234.
    3. Chang, Jung-Hua & Chen, Jyun-Yu, 2022. "Let the sports endorser speak: Combination of endorser type, color, and copy," Journal of Business Research, Elsevier, vol. 144(C), pages 939-950.

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