Using athletes as endorsers to sell women's sport: attractiveness vs. expertise
By J. Fink, George B. Cunningham, Linda Jean Kensicki. 2004
140 citations recorded by the source corpus.
Subfields: Gender Studies, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/209daf53c0e82bbfe61d4ca9ae974246c254fd2c
How researchers see this paper
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In Gender Studies
In Marketing
In Sociology and Political Science
- Haina Ding
- Maegan Verspaget
- J. Fink
- Alexander P. Schouten
- Loes Janssen
- N. LaVoi
- Galen T. Trail
- Patti M. Valkenburg
Citations in the corpus
- Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit (2019, background): “…is inseparably tied to the degree in which the endorser fits the advertised product (e.g., Kamins and Gupta 1994; Till and Busler 2000; Fink, Cunningham, and Kensicki 2004), we will take product-endorser fit into account as a moderator in the relationship between type of endorser and…”
- The value of celebrity endorsements: A stock market perspective (2011, background): “Fink et al. (2004) find that an athlete's attractiveness and expertise are positively related to the perceived fit with an athletic event (see also Byrne et al. (2003) and Fizel et al. (2008)).”
- Exploring Elite Female Athletes’ Interpretations of Sport Media Images (2013, background): “When it comes to promoting women’s sports, Fink, Cunningham, and Kensicki (2004) discovered that for male and female college- age students, a sportswoman’s level of physical expertise was more important than her physical attractiveness in creating positive attitudes toward a women’s sporting event.”
- A content analysis study of the use of celebrity endorsers in magazine advertising (2013, background): “…or entertainers, as well as athletes, may match up well with products or brands based on their popularity or attractiveness. a study by fink et al. (2004) found that athlete attractiveness and expertise were both positively related to endorsement fit, although the effects of expertise…”