Strategic Match of Athlete Endorsement in Global Markets: An Associative Learning Perspective

Keywords

brand management, celebrity endorsement, athlete brands, adoptive network models

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.

Publication Date

12-1-2014

Original Citation

Chang, Yonghwan, Ko, Yong Jae, Tasco, Asli, Arai, Akiko, Kim, Taehee, (2014) "Strategic match of athlete endorsement in global markets: an associative learning perspective", International Journal of Sports Marketing and Sponsorship, 15(4), pp.40 - 58

Number of Pages

40-58

Document Type

Paper

Language

English

Source Title

International Journal of Sports Marketing and Sponsorship

Volume

15

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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