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The association endorsement and consumers’ intention to purchase

Rennae Daneshvary (Assistant Director of the Center for Business and Economic Research, University of Nevada, Las Vegas, USA)
R. Keith Schwer (Director of the Center for Business and Economic Research, University of Nevada, Las Vegas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 June 2000

Abstract

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on consumers’ purchase intentions. Survey data were collected from 1,456 respondents attending six rodeos across the USA. Binary logit regression revealed that individuals who attended rodeo frequently and those with less than a college degree were the most likely to accept the association endorsement. The findings are explained within the social influence framework.

Keywords

Citation

Daneshvary, R. and Schwer, R.K. (2000), "The association endorsement and consumers’ intention to purchase", Journal of Consumer Marketing, Vol. 17 No. 3, pp. 203-213. https://doi.org/10.1108/07363760010328987

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MCB UP Ltd

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