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Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence

Yeung-Jo Kim, June-Hee Na

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2007

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Abstract

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit between the celebrity athlete endorser and the endorsed product was congruent (vs incongruent; Experiment 1). Furthermore, participants in the high concept of congruence condition evaluated the endorsed product more favourably than those in the low concept of congruence condition only when the fit between the celebrity athlete endorser and the endorsed product was incongruent (Experiment 2).

Keywords

Citation

Kim, Y.-J. and Na, J.-H. (2007), "Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 4, pp. 23-33. https://doi.org/10.1108/IJSMS-08-04-2007-B004

Publisher

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Emerald Group Publishing Limited

Copyright © 2007 by Winthrop Publications Limited

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