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Strategic match of athlete endorsement in global markets: an associative learning perspective

Yonghwan Chang (Department of Tourism, Recreation and Sport Management, University of Florida)
Yong Jae Ko (Department of Tourism, Recreation and Sport Management, University of Florida, 186A Florida Gym PO Box 118208, Gainesville, USA)
Asli Tasci (Department of Tourism, Recreation and Sport Management, University of Florida)
Akiko Arai (Department of Tourism, Recreation and Sport Management, University of Florida)
Taehee Kim (College of Sport Science, Sungkyunkwan University, South Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2014

1033

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

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Emerald Group Publishing Limited

Copyright © 2014 by Winthrop Publications Limited

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