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The association endorsement and consumers’ intention to purchase

The association endorsement and consumers’ intention to purchase Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on consumers’ purchase intentions. Survey data were collected from 1,456 respondents attending six rodeos across the USA. Binary logit regression revealed that individuals who attended rodeo frequently and those with less than a college degree were the most likely to accept the association endorsement. The findings are explained within the social influence framework. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

The association endorsement and consumers’ intention to purchase

Journal of Consumer Marketing , Volume 17 (3): 11 – Jun 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010328987
Publisher site
See Article on Publisher Site

Abstract

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on consumers’ purchase intentions. Survey data were collected from 1,456 respondents attending six rodeos across the USA. Binary logit regression revealed that individuals who attended rodeo frequently and those with less than a college degree were the most likely to accept the association endorsement. The findings are explained within the social influence framework.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 1, 2000

Keywords: Consumer marketing; Consumer behaviour; Brands; Sponsorship; Advertising

References