Consumers' comparative evaluative judgment of athlete endorsers

Shintaro Sato*, Yong Jae Ko, Kyriaki (Kiki) Kaplanidou, Daniel P. Connaughton

*この研究の対応する著者

研究成果査読

11 被引用数 (Scopus)

抄録

The purpose of this study was to examine consumers' comparative judgment of athlete endorsers in back-toback advertisement settings. Drawing on the inclusion/exclusion model (Schwarz & Bless, 2007), the authors argue that (a) a recently observed athlete endorser impacts consumer judgment of subsequently presented endorsers, and (b) the valence of the impact depends on brand category membership of the consecutively presented endorsers. A 2 (representative endorser activation: present vs. absent) × 2 (brand category membership: membership vs. nonmembership) between-subjects design was administered across three experiments. Results demonstrated that the presence of a representative endorser increased a subsequently presented endorser's perceived expertise when that subsequent endorser represented the same brand category. Results also demonstrated that the presence of a representative endorser decreased a subsequently presented endorser's perceived expertise when that subsequent endorser did not represent the same brand category. Overall, these findings support both assimilation and contrast effects. The authors argue how this outcome can assist advertising managers to strategically position appropriate endorsers in marketing platforms.

本文言語English
ページ(範囲)553-565
ページ数13
ジャーナルJournal of Sport Management
30
5
DOI
出版ステータスPublished - 2016
外部発表はい

ASJC Scopus subject areas

  • 決定科学(全般)
  • 整形外科およびスポーツ医学
  • 理学療法、スポーツ療法とリハビリテーション
  • 組織的行動および人的資源管理

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