Utilizing athletes as endorsers to sell women's sport: Attractiveness versus expertise

Type of content
Journal Article
Publisher's DOI/URI
Thesis discipline
Degree name
Publisher
University of Canterbury. Mass Communication and Journalism.
Journal Title
Journal ISSN
Volume Title
Language
Date
2004
Authors
Fink, J.
Cunningham, G.
Kenix, L.J.
Abstract

This 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.

Description
I changed my surname from "Kensicki" to "Kenix." This article was published prior to my name change.
Citation
Fink, J., Cunningham, G., Kensicki, L.J. (2004) Utilizing athletes as endorsers to sell women's sport: Attractiveness versus expertise. Journal of Sport Management, 18(4), pp. 350-367.
Keywords
Media representation of marginal groups
Ngā upoko tukutuku/Māori subject headings
ANZSRC fields of research
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