Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China

Matthew Tingchi Liu (Faculty of Business Administration, University of Macau, Macau, China)
Yu‐Ying Huang (Faculty of Management and Administration, Macau University of Science and Technology, Taipa, Macau)
Jiang Minghua (Department of Marketing, Guanghua School of Management, Peking University, Beijing, China)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 18 September 2007



The purpose of this paper is to investigate the relationships between attractiveness of athlete endorsers, match‐up, and consumers' purchase intention embedded in the China context.


The authors used a 3×2×2 between‐subject experimental design. Specifically, in this 12‐scenario study depicting a purchase experience they manipulated endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and product type (to prevent single product bias).


The results showed that no matter whether the attractiveness is high, middle, or low, the high endorser‐product match‐up could produce higher purchase intention than the low endorser‐product match‐up could. Moreover, the purchase intention generated by the high‐attractive endorser with low match‐up would be higher than that generated by low‐attractive endorser with high match‐up.


This research demonstrates that endorsers' attractiveness, even compared to match‐up factor, and could affect consumers' purchase intention more significantly in China sport market. Practically speaking, the result suggests the companies which are related to sports should try their best to choose a highly attractive athlete endorser with outstanding performance and good morality in order to increase consumers' purchase intention.



Tingchi Liu, M., Huang, Y. and Minghua, J. (2007), "Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China", Journal of Consumer Marketing, Vol. 24 No. 6, pp. 358-365.

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Copyright © 2007, Emerald Group Publishing Limited

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