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Female athlete endorsers: Determinants of effectiveness

Author

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

Abstract

► Experimental study based on social role theory and match up hypothesis. ► Examined sport played and product endorsed on female athlete endorser effectiveness. ► Female athletes in gender inappropriate sports perceived as slightly less attractive. ► Sport played had no impact on perceptions of trustworthiness, expertise, or fit. ► Results suggest changing gender norms regarding female athletes and endorsements.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

  • Janet S. Fink & Heidi M. Parker & George B. Cunningham & Jacquelyn Cuneen, 2012. "Female athlete endorsers: Determinants of effectiveness," Sport Management Review, Taylor & Francis Journals, vol. 15(1), pages 13-22, January.
    • Handle: RePEc:taf:rsmrxx:v:15:y:2012:i:1:p:13-22
    DOI: 10.1016/j.smr.2011.01.003
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    Cited by:

    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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