Athlete endorser effectiveness: model development and analysis

Abstract

Purpose – As a fixture in the mainstream media landscape, athletes, coaches, and sport celebrities are regularly used to promote products from sports equipment to high-end watches. With an intrinsic connection between athlete endorsers and sport-related products, it is the use of these endorsers to promote non-sport products that raises questions about their appropriateness as a marketing tool. Therefore, the purpose of this study is to develop an explanatory model that analyzes athlete endorser effectiveness in promoting non-sport products. Design/methodology/approach – An holistic approach was taken, examining the structural relationships of identification with an athlete and his/her sport to product-endorser congruency, perceived value, and purchase intentions, providing a preliminary overview of key socio-psychological factors that may influence the purchase intentions of endorsed products. Findings – This paper provides empirical insights about the effectiveness of athlete endorsers for non-sport products. The result was a 42-item, five factor model (i.e. Athlete Identification, Sport Identification, Match-Up, Perceived Value, and Purchase Intention) that fit the data adequately well. Research limitations/implications – This model provides academicians with a synthesized review, and application of the various factors that play a role in athlete endorser selection and viability. This model serves as a framework for future analysis. Practical implications – The paper includes a tactical approach that, when re-evaluated, can provide a model to adapt and adopt in the selection of product or brand endorsers. Originality/value – This paper fulfills an identified need to develop a model to test the oft adopted, yet highly risky, method of selecting an athlete to endorse products that do not have an intrinsic link to the sport in which he or she is employed.