Document Type
Book Chapter
Publication Date
2007
Abstract
Endorsement of sport and non-sport products by athletes is an extremely popular method that corporations use to drive sales and advertising. Traditionally, celebrity endorsement research has focused on the physical attractiveness of the endorser; while this makes sense, it provides only a partial explanation why consumers purchase athlete-endorsed products. Several other components of source credibility, as well as previously unexplored elements such as "heroic" traits, prove to be stronger predictors of intent-to-purchase. A 3-phase research study of Americans aged 18-35 was conducted, with a Celebrity-Hero Matrix© (CHM) developed and several marketing recommendations made based on the findings.
Recommended Citation
Shuart, Joshua. "Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix." Sport Marketing in the New Millennium: Selected Papers from the Third Annual Conference of the Sport Marketing Association. Ed. Brenda G. Pitts. Fitness Information Technology, 2007.
Included in
Advertising and Promotion Management Commons, Sports Management Commons, Sports Studies Commons
Comments
Published: Shuart, Joshua. "Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix." Sport Marketing in the New Millennium: Selected Papers from the Third Annual Conference of the Sport Marketing Association. Ed. Brenda G. Pitts. Fitness Information Technology, 2007.
ISBN: 9781885693716