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- Title
Assessing the Qualities of Athlete Endorsers: A Study of Consumer Preferences for the 3 Qualities of Sports Endorsers Attractiveness, Trustworthiness, Expertise.
- Authors
Pikas, Bohdan; Schied, Rebecca; Pikas, Anastasia
- Abstract
The use of celebrities to endorse products is a popular technique used by numerous marketers. Athlete endorsers, a subset of celebrity endorsers, are also extremely popular and have their own distinct positioning in the minds of consumers. This research takes a closer look at the three qualities of athlete endorsers, attractiveness, trustworthiness, and expertise. It seeks to both discover how consumers define these three qualities as well as how important each of these qualities is to consumers. Steps were taken to test a possible gender difference when it comes to determining consumer preference. A difference between consumers with differing levels of sports involvement was also examined. The result was that differences were discovered in both of these areas. This indicates that gender and sports involvement are key demographic considerations to be addressed when making the decision to use an athlete to endorse a product.
- Subjects
RELIABILITY (Personality trait); ATHLETES; ADVERTISING endorsements; SPORTS marketing; DEMOGRAPHY
- Publication
Journal of Marketing Development & Competitiveness, 2012, Vol 6, Issue 3, p42
- ISSN
2155-2843
- Publication type
Article