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Choosing an Athlete as an Endorser

Permanent Link: http://ufdc.ufl.edu/UFE0042648/00001

Material Information

Title: Choosing an Athlete as an Endorser The Role of Race, Sport, and Expertise
Physical Description: 1 online resource (114 p.)
Language: english
Creator: Yoon, Youngmin
Publisher: University of Florida
Place of Publication: Gainesville, Fla.
Publication Date: 2010

Subjects

Subjects / Keywords: Tourism, Recreation, and Sport Management -- Dissertations, Academic -- UF
Genre: Sport Management thesis, M.S.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: CHOOSING AN ATHLETE AS AN ENDORSER: THE ROLE OF RACE, SPORT, AND EXPERTISE There is no doubt that using athlete endorsers is extremely important when they are used to promote a sports-related product. The purpose of this study based on the match-up hypothesis is to examine the effects of race, sport, and expertise of athletes on endorser-product fit, attitudes toward a product, and purchase intentions to a product. Students (N=252) from University of Florida participated in an experiment to test the hypotheses of this study. The findings of this study reveal that the race of an athlete can affect marketing outcomes, depending on the sport with which they are associated. That is, African American basketball athletes showed stronger fit with sports-related products than did Asian basketball athletes, and Asian taekwondo athletes had a more powerful impact on fit with sports-related products than did African American taekwondo athletes, regardless of the expertise level of the endorser. Further, this study also revealed that the fit of the endorser is key to creating both positive consumer attitudes toward a product and purchase intentions. Thus, marketers and promoters can effectively use the results when they choose the best athlete as an endorser for a sport-related product.
General Note: In the series University of Florida Digital Collections.
General Note: Includes vita.
Bibliography: Includes bibliographical references.
Source of Description: Description based on online resource; title from PDF title page.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility: by Youngmin Yoon.
Thesis: Thesis (M.S.)--University of Florida, 2010.
Local: Adviser: Sagas, Michael B.

Record Information

Source Institution: UFRGP
Rights Management: Applicable rights reserved.
Classification: lcc - LD1780 2010
System ID: UFE0042648:00001

Permanent Link: http://ufdc.ufl.edu/UFE0042648/00001

Material Information

Title: Choosing an Athlete as an Endorser The Role of Race, Sport, and Expertise
Physical Description: 1 online resource (114 p.)
Language: english
Creator: Yoon, Youngmin
Publisher: University of Florida
Place of Publication: Gainesville, Fla.
Publication Date: 2010

Subjects

Subjects / Keywords: Tourism, Recreation, and Sport Management -- Dissertations, Academic -- UF
Genre: Sport Management thesis, M.S.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: CHOOSING AN ATHLETE AS AN ENDORSER: THE ROLE OF RACE, SPORT, AND EXPERTISE There is no doubt that using athlete endorsers is extremely important when they are used to promote a sports-related product. The purpose of this study based on the match-up hypothesis is to examine the effects of race, sport, and expertise of athletes on endorser-product fit, attitudes toward a product, and purchase intentions to a product. Students (N=252) from University of Florida participated in an experiment to test the hypotheses of this study. The findings of this study reveal that the race of an athlete can affect marketing outcomes, depending on the sport with which they are associated. That is, African American basketball athletes showed stronger fit with sports-related products than did Asian basketball athletes, and Asian taekwondo athletes had a more powerful impact on fit with sports-related products than did African American taekwondo athletes, regardless of the expertise level of the endorser. Further, this study also revealed that the fit of the endorser is key to creating both positive consumer attitudes toward a product and purchase intentions. Thus, marketers and promoters can effectively use the results when they choose the best athlete as an endorser for a sport-related product.
General Note: In the series University of Florida Digital Collections.
General Note: Includes vita.
Bibliography: Includes bibliographical references.
Source of Description: Description based on online resource; title from PDF title page.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility: by Youngmin Yoon.
Thesis: Thesis (M.S.)--University of Florida, 2010.
Local: Adviser: Sagas, Michael B.

Record Information

Source Institution: UFRGP
Rights Management: Applicable rights reserved.
Classification: lcc - LD1780 2010
System ID: UFE0042648:00001


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PAGE 15

Significance of the Study

PAGE 16

Purpose of the Study

PAGE 19

Celebrity Endorsement

PAGE 22

Influence of Race

PAGE 24

Influence of Expertise

PAGE 27

Identification

PAGE 30

Celebrity and Product Congruence

PAGE 31

Match-up Hypothesis

PAGE 33

Attitude

PAGE 35

Development of the Theory

PAGE 38

Endorsers and Sports Procedures

PAGE 39

Pilot Study Participants Measures

PAGE 41

Analyses

PAGE 45

Descriptive Statistics Sociodemographic Characteristics African American Basketball Athlete with Expertise M SD

PAGE 46

M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD

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M SD M SD African American Basketball Athlete without Expertise M SD M SD M SD M SD M SD M SD M SD M SD M

PAGE 48

SD M SD M SD M SD M SD M SD M SD Asian Basketball Athlete with Expertise M SD M SD M SD M SD

PAGE 49

M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD Asian basketball Athlete without Expertise

PAGE 50

M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD

PAGE 51

M SD M SD M SD African American Taekwondo Athlete with Expertise M SD M SD M SD M SD M SD M SD M SD M SD

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M SD M SD M SD M SD M SD M SD M SD African American Taekwondo Athlete without Expertise M SD M SD M SD M SD

PAGE 53

M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD

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Asian Taekwondo Athlete with Expertise M SD M SD M SD M SD M SD M SD M SD M SD M SD M SD

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M SD M SD M SD M SD M SD Asian Taekwondo Athlete without Expertise M SD M SD M SD M SD M SD M SD M SD

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M SD M SD M SD M SD M SD M SD M SD M SD Perceptions of Participants on the Athletes

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Scale Reliabilities Manipulation Check M SD M SD M SD M SD M SD M SD

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M SD M SD Hypothesis Testing General Linear Model F pF p F p F p Regression Analysis p p

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p p p p p p

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p p p p p >

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M SD

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M SD

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M SD

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M SD

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M SD

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M SD

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M SD

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M SD

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B SE R 2

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B SE R

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B SE R 2 Dependent variable: Attitude Dependent variable: Purchase intention

PAGE 80

B SE R 2 Dependent variable: Purchase intention

PAGE 88

Conclusion Limitation, Delimitation, and Future Research

PAGE 99

PART I(1):

PAGE 101

PART I(2): Disagree Agree

PAGE 103

PART II: printing What is your current age? What is your gender? What is your race? Thank you for your participation!!

PAGE 104

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PAGE 107

Fortune, 137(\2), Advertising Age, 60 Journal of Consumer Research, 11 International Journal of Advertising 6 Corporate Communications: An International Journal, 7 Journal of Advertising Research, Journal of Advertising, 18 Journal of Advertising, 19 Psychology & Marketing, 11(6), Journal of Applied Psychology, Public Opinion Quarterly, 25 Journal of Communication Adweek, 39(2), International Journal of Sports Marketing and Sponsorship 8 Learning: Principles and applications Sport Marketing Quarterly, 18

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PAGE 109

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