To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands

By Stephen K. Koernig, Thomas C. Boyd. Sport Marketing Quarterly, 2009

168 citations recorded by the source corpus.

This research reports on two studies that examine the roles of product-endorser “fit” with celebrity and non-celebrity endorsers by comparing the effects of a famous athlete and an unknown model on a variety of consumer responses. Additionally, schema theory is tested as the mechanism driving these effects. The results of the first experiment suggest that a famous athlete is more effective when endorsing a sport brand than a non-sport brand, but only for enhancing the image of the celebrity. In the second experiment, an anonymous model is identified as either a famous athlete or not and is paired with either a sport-related brand or a non-sport brand. Results indicate that an anonymous model identified as an athlete is more effective as an endorser where there is a match between the endorser and the product.

Subfields: Economics and Econometrics, Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/c41e8584022ff1cb9e978732587f9574046175a6

Citations in the corpus

• Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement (2017, unknown): “…messages (Silvera & Austad, 2004), the attention audiences pay to these messages (Buttle, Raymond, & Danziger, 2000; Dean & Biswas, 2001; Koernig & Boyd, 2009), brand attitudes (Till, Stanley, & Priluck, 2008), brand awareness (Chan, Leung, Ng, & Luk, 2013), and purchase intention…”