Female Athlete Endorsers: Determinants of effectiveness

Authors

Janet S. Fink PhD, University of Connecticut
Heidi M. Parker PhD, University of Southern MaineFollow
George B. Cunningham, Texas A&M University
Jacquelyn Cuneen, Bowling Green State University

Document Type

Article

Publication Date

2-2012

Publication Title

Sport Management Review

Abstract

In drawing from social role theory and the match-up hypothesis, the purpose of this study was to determine influential variables regarding the effectiveness of female athlete endorsers. A 2 (gender appropriate/gender inappropriate) × 2 (sport related product/non-sport related product) experiment was conducted with 296 participants from four different universities throughout the United States. Results indicated that type of sport had little effect on credibility measures. Further, the athlete's sport had no effect on athlete-product fit. The most important aspect relative to purchase intentions was the product being endorsed, not the sport in which the athlete competed. Results are discussed in terms of practical implications and theoretical considerations.

Comments

Copyright © 2011 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd All rights reserved.

Recommended Citation

Fink, J.S., Parker, H.M., Cunningham, G.B., & Cuneen, J.C. (2012). Female athlete endorsers: Determinants of effectiveness. Sport Management Review, 15(1), 13-22.