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- Title
The effect of personal scandal on celebrity athletes and male shoppers' purchase intentions and attitude favourability.
- Authors
Graham, Mary A.; Jackson, Vanessa P.; Min-Young Lee
- Abstract
The purpose of this study was to test the impact of negative media portrayal (reputation) about athlete endorsers on male consumers' purchase intentions and attitude favourability towards high- or low-involvement products. Online surveys were distributed to a midwestern university, and 196 surveys were analysed. Male participants were exposed to photographs of popular advertisements featuring athlete endorsers, some associated with personal scandals and some not. Reactions towards the products and athletes were compared. The analysis suggested that purchase intention was affected by reputation for high-involvement products; reputation was not an accurate predictor of consumer attitude towards high- or low-involvement products. Athletes involved in scandals remained effective as endorsers for low-involvement products, whereas athletes with positive reputations succeeded when promoting high-involvement products. By focusing on the opinions and attitudes of only male consumers towards athlete endorsers, the paper extends the data available regarding purchase intention habits for researchers and marketers aiming their products towards males. The study provided implications that personal scandal did not predict consumer attitude towards the products when involvement varied.
- Subjects
ATHLETES; CONSUMER attitudes; MALE consumers; INTERNET surveys; ADVERTISING
- Publication
Journal of Customer Behaviour, 2014, Vol 13, Issue 4, p271
- ISSN
1475-3928
- Publication type
Article
- DOI
10.1362/147539214X14185702584324