An extended source attractiveness model: the advertising effectiveness of distinct athlete endorser attractiveness types and its contextual variation
نویسندگان
چکیده
Research question According to past research, the effectiveness of athlete endorsements advertised products is low on average and strongly depends context. This article extends source attractiveness model examine two research questions: (1) How do multiple unexplored types an endorser’s affect customer equity drivers? (2) these effects vary by fit endorser with endorsed product consumer’s gender sports experience?Research methods uses hierarchical linear modeling 1319 consumer evaluations athlete-endorsed ads in Japan.Results finding Among athlete’s attractiveness, success appeal, personality athlete-product similarity, but not sex positively drivers. Due roles, appeal have stronger similarity has weaker for male athletes. Contrary conventional wisdom, more influential female Reflecting sexual preferences opposite-gender evaluations, a positive influence consumers, whereas consumers. A experience enhances appeal.Implications identifies set contextual moderators (athlete-product fit; athlete-consumer experience) different products. It provides guidelines how enhance using contexts.
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ژورنال
عنوان ژورنال: European Sport Management Quarterly
سال: 2021
ISSN: ['1618-4742', '1746-031X']
DOI: https://doi.org/10.1080/16184742.2021.1963302