Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise Research Completed
Title
Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise
Lead Author
Cunningham, G.B , Fink, J.S, Kenix, L.J.
Organisation(s)
University Of Canterbury
Publication Year
2008
Publisher
University of Canterbury. School of Social and Political Sciences. University of Canterbury. Media and Communication and Journalism.
Contacts
Unknown
Abstract
This study drew from the match-up hypothesis and associated learning theory to examine the effects of athlete attractiveness and athlete expertise on (a) endorser-event fit, (b) attitudes toward an event, and (c) intentions to purchase tickets to an event. Students (N = 173) from three universities participated in an experiment to test the study’s hypotheses. Results indicate that (a) athlete attractiveness and athlete expertise were both positively related to endorser-event fit and (b) the effects of expertise on fit were significantly stronger than those of attractiveness. Further, attitudes toward the event partially mediated the relationship between endorser-event fit and intentions to purchase tickets to the event, while identification moderated the relationship. Results are discussed relative to associative learning theory and the match-up hypothesis as well as ramifications they present for marketers and promoters of women’s sport.
Keywords:
Endorser effectiveness, Match-up hypothesis, Women’s sports.
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1107
Added
October 8, 2012