Selecting a female athlete endorser in China The effect of attractiveness, match‐up, and consumer gender difference

Selecting a female athlete endorser in China The effect of attractiveness, match‐up, and... Purpose – This study seeks to investigate the relationship among attractiveness of female athlete endorsers, product/service match‐up, and consumers' purchase intention within the context of China. Design/methodology/approach – A 3×2×2 between‐subject experimental design enabled a 12‐scenario study depicting a purchase experience manipulated by endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and two different product types (to prevent single‐product bias). Differences between female and male samples are also compared. Findings – In terms of the generation of purchase intent, there is no difference between a middle attractive female athlete endorser and a low‐attractive one when both are in a low match‐up condition. While the use of middle attractive female athlete endorsers works only in a high match‐up condition with female consumers, it is certain that high attractiveness always works better than low attractiveness. In total, the results suggest that female athlete endorsers' attractiveness affects Chinese consumers' purchase intention more than match‐up. Originality/value – The results not only compare the relationships between attractiveness and match‐up, but also push traditional endorser theories one step farther by examining the concept of middle level attractiveness and by probing the effect of a middle‐attractive female endorser. The cultural influence of Chinese traditional philosophy, The Doctrine of the Mean, on Chinese consumers is discussed and considered. The influence of middle attractiveness endorsers on study subjects of different genders is also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Selecting a female athlete endorser in China The effect of attractiveness, match‐up, and consumer gender difference

European Journal of Marketing, Volume 45 (7/8): 22 – Jul 26, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111137688
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study seeks to investigate the relationship among attractiveness of female athlete endorsers, product/service match‐up, and consumers' purchase intention within the context of China. Design/methodology/approach – A 3×2×2 between‐subject experimental design enabled a 12‐scenario study depicting a purchase experience manipulated by endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and two different product types (to prevent single‐product bias). Differences between female and male samples are also compared. Findings – In terms of the generation of purchase intent, there is no difference between a middle attractive female athlete endorser and a low‐attractive one when both are in a low match‐up condition. While the use of middle attractive female athlete endorsers works only in a high match‐up condition with female consumers, it is certain that high attractiveness always works better than low attractiveness. In total, the results suggest that female athlete endorsers' attractiveness affects Chinese consumers' purchase intention more than match‐up. Originality/value – The results not only compare the relationships between attractiveness and match‐up, but also push traditional endorser theories one step farther by examining the concept of middle level attractiveness and by probing the effect of a middle‐attractive female endorser. The cultural influence of Chinese traditional philosophy, The Doctrine of the Mean, on Chinese consumers is discussed and considered. The influence of middle attractiveness endorsers on study subjects of different genders is also discussed.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 26, 2011

Keywords: China; Gender; Consumers

References

  • The naked truth of celebrity endorsement
    Byrne, A.; Whitehead, M.; Breen, S.
  • Sports advertising in print media: the case of 2000 Olympic Games
    Kambitsis, C.; Yvonne, H.; Nicholas, T.; Giannis, C.
  • Marketplace attribution and consumer evaluation of discount claims
    Lichtenstein, D.R.; Scot, B.; Bradley, S.O.
  • Comparisons and advertising: the route from comparisons to effective advertising
    Lin, C.H.; Tsai, C.C.
  • Sex appeal advertising: gender differences in Chinese consumers' responses
    Liu, F.; Li, J.; Cheng, H.
  • Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China
    Liu, M.T.; Huang, Y.; Jiang, M.
  • The equity effect of product endorsement by celebrities: a conceptual framework from a co‐branding perspective
    Seno, D.; Lukas, B.A.
  • The effect of customers' emotional response to service failures on their recovery effort evaluations and satisfaction judgments
    Smith, A.K.; Bolton, R.N.
  • Female physical attractiveness in Britain and Malaysia: a cross‐cultural study
    Swami, V.; Tovée, M.
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    Swami, V.; Caprario, C.; Tovée, M.; Furnham, A.
  • Matching products with endorsers: attractiveness versus expertise
    Till, B.D.; Busler, M.
  • How universal are preferences for female waist‐to‐hip ratios? Evidence from the Hadza of Tanzania
    Wetsman, A.; Marlowe, F.

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