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I am ugly, but I am tender: the dominance of moral character and warmth

I am ugly, but I am tender: the dominance of moral character and warmth The purpose of this paper is to investigate the dominance of athlete endorser characteristics (i.e. moral character vs warmth) on athlete endorser perception and the influence of tarnished athlete endorsers (i.e. immoral character vs coldness) on brand evaluations from the perspectives of perceiver characteristics, including dispositional tendency, innate moral intuitions, and self-location (SL).Design/methodology/approachThis research consists of three experimental studies with 135, 72, and 91 participants, respectively. Study 1 compared the dominance of moral character and warmth on athlete endorser perception. Study 2 examined the impact of perceiver characteristics on the cause-and-effect relationship between tarnished athlete endorsers (i.e. immoral character vs coldness) and brand evaluations. Study 3 investigated the cross-cultural generalizability of the US-based research findings in Study 2 for Indians.FindingsMoral character is more influential than warmth on athlete endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished athlete endorsers with coldness characteristic on brand evaluations. Except for dispositional tendency, innate moral intuitions and SL moderate brand evaluations. Endorser and perceiver characteristics yield asymmetric patterns of influence on Americans’ and Indians’ brand evaluations.Research limitations/implicationsFuture research is needed to verify the causal effects of thinking styles on the relationship between tarnished athlete endorsers and brand evaluations.Practical implicationsThe determination of endorsement continuity has to jointly consider the characteristics of endorsers, perceivers, and cultures.Originality/valueThis research contributes to the endorsement research by advancing the research scopes of athlete endorser, perceiver, and culture characteristics. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport, Business and Management: An International Journal Emerald Publishing

I am ugly, but I am tender: the dominance of moral character and warmth

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References (77)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2042-678X
DOI
10.1108/sbm-12-2016-0078
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to investigate the dominance of athlete endorser characteristics (i.e. moral character vs warmth) on athlete endorser perception and the influence of tarnished athlete endorsers (i.e. immoral character vs coldness) on brand evaluations from the perspectives of perceiver characteristics, including dispositional tendency, innate moral intuitions, and self-location (SL).Design/methodology/approachThis research consists of three experimental studies with 135, 72, and 91 participants, respectively. Study 1 compared the dominance of moral character and warmth on athlete endorser perception. Study 2 examined the impact of perceiver characteristics on the cause-and-effect relationship between tarnished athlete endorsers (i.e. immoral character vs coldness) and brand evaluations. Study 3 investigated the cross-cultural generalizability of the US-based research findings in Study 2 for Indians.FindingsMoral character is more influential than warmth on athlete endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished athlete endorsers with coldness characteristic on brand evaluations. Except for dispositional tendency, innate moral intuitions and SL moderate brand evaluations. Endorser and perceiver characteristics yield asymmetric patterns of influence on Americans’ and Indians’ brand evaluations.Research limitations/implicationsFuture research is needed to verify the causal effects of thinking styles on the relationship between tarnished athlete endorsers and brand evaluations.Practical implicationsThe determination of endorsement continuity has to jointly consider the characteristics of endorsers, perceivers, and cultures.Originality/valueThis research contributes to the endorsement research by advancing the research scopes of athlete endorser, perceiver, and culture characteristics.

Journal

Sport, Business and Management: An International JournalEmerald Publishing

Published: Apr 18, 2018

Keywords: Dispositional tendency; Holistic tendency; Innate moral intuitions; Moral character; Self-location; Tarnished endorser

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