Heroes in sport: assessing celebrity endorser effectiveness

Abstract

Celebrity athletes have long been utilised by corporations as promoters and endorsers of sportspecific and non-sports products. Staggering amounts are spent annually on athletes in the hope of improving the financial bottom line; it was estimated that Nike alone spent over $1.4 billion in 2003-04 on celebrity endorsements. Methods of assessing endorsement vary in effectiveness. Ohanian (1991) successfully categorised 'source credibility' as a combination of perceived expertise, trustworthiness and physical attractiveness. Yet much corporate research still relies on Q-score ratings, which although popular and easy to assess, are problematic in many ways (Burton et al, 2001). Using some previously validated scales, a theoretical piece, the Celebrity-Hero Matrix (CHM) is introduced, tested and validated.

Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions

“…These celebrities covey a more congruent image to millennials that help them meet their identification needs (Lazarevic, 2012). Several researchers have stated that using a celebrity endorser that millennials look up to and want to emulate can lead to increased congruency between the values of the this generations and the brand (Shuart, 2007;Brooks and Harris, 1998), and improve the relationship between this generation and the brand (Lazarevic, 2012). Choosing to ignore this powerful generation could be risky for companies considering that they are the future dominating segment of the marketplace (Neuborn and Kerwin, 1999).…”

Research trends on music and advertising

“…When it comes to endorsement deals the celebrities not only transfer their image, but act as experts for the products and can offer recommendations. From research with sportsmen-and women, we know that testimonials that are attributed with expertise are better endorsers than others (Shuart, 2007). The underlying process can be described as the desire of the recipients to be as successful as the celebrities.…”

Envolvimento do Consumidor com o Produto: comparação das escalas PII e NIP no contexto brasileiro

“…The category "sports drink" was used in Shuart (2007) and Garland and Ferkins (2003) studies to check the effectiveness of sports celebrities endorsement in the United States and New Zealand, respectively. Sawatari (2005) in his study investigates the impact of the sports celebrity gender on the consumption of "sports sneakers".…”