Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China
- 18 September 2007
- journal article
- Published by Emerald in Journal of Consumer Marketing
- Vol. 24 (6), 358-365
- https://doi.org/10.1108/07363760710822945
Abstract
Purpose – The purpose of this paper is to investigate the relationships between attractiveness of athlete endorsers, match-up, and consumers' purchase intention embedded in the China context. Design/methodology/approach – The authors used a 3×2×2 between-subject experimental design. Specifically, in this 12-scenario study depicting a purchase experience they manipulated endorser attractiveness levels (high/middle/low), endorser-product match-up (high/low), and product type (to prevent single product bias). Findings – The results showed that no matter whether the attractiveness is high, middle, or low, the high endorser-product match-up could produce higher purchase intention than the low endorser-product match-up could. Moreover, the purchase intention generated by the high-attractive endorser with low match-up would be higher than that generated by low-attractive endorser with high match-up. Originality/value – This research demonstrates that endorsers' attractiveness, even compared to match-up factor, and could affect consumers' purchase intention more significantly in China sport market. Practically speaking, the result suggests the companies which are related to sports should try their best to choose a highly attractive athlete endorser with outstanding performance and good morality in order to increase consumers' purchase intention.Keywords
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