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

Yonghwan Chang, Yong Jae Ko, Asli Tasci, Akiko Arai, Taehee Kim

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)40-58
Number of pages19
JournalInternational Journal of Sports Marketing and Sponsorship
Volume15
Issue number4
DOIs
StatePublished - Apr 1 2014

Keywords

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

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