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Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China

Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760710822945
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Sep 18, 2007

Keywords: Sponsorship; Athletics; Purchasing; China; Advertising

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