Strategic match of athlete endorsement in global markets: an associative learning perspective
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2014
Abstract
Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed products and their match are significantly different in these markets.
Keywords
Citation
Chang, Y., Jae Ko, Y., Tasci, A., Arai, A. and Kim, T. (2014), "Strategic match of athlete endorsement in global markets: an associative learning perspective", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 4, pp. 40-58. https://doi.org/10.1108/IJSMS-15-04-2014-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2014 by Winthrop Publications Limited