Athlete endorsements: the impact of athlete-product congruence and endorser gender on athlete endorsements

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Shukla, Paurav
dc.contributor.author Kiiskinen, Kalle
dc.date.accessioned 2017-05-11T10:11:43Z
dc.date.available 2017-05-11T10:11:43Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/26025
dc.description.abstract Objectives The main objectives of this study were to understand the impact of different levels of athlete-product congruence on the effectiveness of athlete endorsements and to understand the effect of the endorser gender on athlete endorsements. Summary First, a pilot survey was conducted to measure the levels of associations between certain athletes and consumer products. Based on the results of the survey, one male and one female athlete were selected, and also one high-congruence and one low-congruence product were selected. After that, six different surveys were created: two control surveys, two surveys with high-congruence products and two surveys with low congruence products. These surveys were then distributed to respondents through social media. Conclusions The endorsement with high athlete-product congruence was more effective than the low congruence endorsement or the advertisement without the endorsement. There was no significant difference between the low congruence endorsement and the advertisement without the endorsement. Furthermore, the gender of the endorser did not have a significant impact on the effectiveness of the endorser. en
dc.format.extent 50
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Athlete endorsements: the impact of athlete-product congruence and endorser gender on athlete endorsements en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Mikkelin kampus fi
dc.subject.keyword marketing en
dc.subject.keyword consumer behaviour en
dc.subject.keyword advertising en
dc.subject.keyword endorsement en
dc.subject.keyword congruence en
dc.identifier.urn URN:NBN:fi:aalto-201705114441
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme (Mikkeli) Bachelor’s Program in International Business en


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