The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement

Abstract

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.

Citation

Lee, J.-G. and Park, J. (2014), "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 1, pp. 50-69. https://doi.org/10.1108/IJSMS-16-01-2014-B005