Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise

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dc.contributor.authorCunningham, G.B.
dc.contributor.authorFink, J.S.
dc.contributor.authorKenix, L.J.
dc.date.accessioned2009-11-16T20:53:24Z
dc.date.available2009-11-16T20:53:24Z
dc.date.issued2008en
dc.description.abstractThis study drew from the match-up hypothesis and associated learning theory to examine the effects of athlete attractiveness and athlete expertise on (a) endorser-event fit, (b) attitudes toward an event, and (c) intentions to purchase tickets to an event. Students (N = 173) from three universities participated in an experiment to test the study’s hypotheses. Results indicate that (a) athlete attractiveness and athlete expertise were both positively related to endorser-event fit and (b) the effects of expertise on fit were significantly stronger than those of attractiveness. Further, attitudes toward the event partially mediated the relationship between endorser-event fit and intentions to purchase tickets to the event, while identification moderated the relationship. Results are discussed relative to associative learning theory and the match-up hypothesis as well as ramifications they present for marketers and promoters of women’s sport.en
dc.identifier.citationCunningham, G.B., Fink, J.S., Kenix, L.J. (2008) Choosing an endorser for a women's sporting event: the interaction of attractiveness and expertise. Sex Roles, 58, pp. 371-378.en
dc.identifier.doihttps://doi.org/10.1007/s11199-007-9340-z
dc.identifier.issn0360-0025 (Print)
dc.identifier.issn1573-2762 (Online)
dc.identifier.urihttp://hdl.handle.net/10092/3115
dc.language.isoen
dc.publisherUniversity of Canterbury. School of Social and Political Sciencesen
dc.publisherUniversity of Canterbury. Media and Communication and Journalismen
dc.rights.urihttps://hdl.handle.net/10092/17651en
dc.subjectendorser effectivenessen
dc.subjectmatch-up hypothesisen
dc.subjectwomen’s sportsen
dc.subject.marsdenFields of Research::370000 Studies in Human Society::370100 Sociologyen
dc.subject.marsdenFields of Research::370000 Studies in Human Society::379900 Other Studies In Human Society::379901 Gender specific studiesen
dc.titleChoosing an endorser for a women's sporting event: the interaction of attractiveness and expertiseen
dc.typeJournal Article
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