Credibility of Athlete Endorsers: Examining the Proportionate Effects of Team and Individual On-Field Performance
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School of Business |
Bachelor's thesis
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Authors
Date
2020
Department
Mikkelin kampus
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
37+5
Series
Abstract
Objectives The main objectives of this study were to examine the stand-alone and interaction effects of team and individual performance on source credibility and purchase intentions. In addition, the respondent’s level of involvement in soccer was established and the results were further interpreted in regard to this. Summary Athlete endorsers are among the biggest recipients of advertising money nowadays. Their efforts on the field are known to influence their effectiveness as an endorser and this thesis introduces the additional variable of team performance to better assess how consumers perceive performance and how it affects intention to purchase. Conclusion The respondents were largely unfazed by negative team performance, as long as the endorser faired well. This applies for both source credibility and purchase intentions. Highly involved consumers proved to be an exception to this rule, as their intention to purchase was only affected if both individual and team performed well.Description
Thesis advisor
Zdravkovic, SrdanKeywords
sports, football, sponsorship, consumer attitudes, advertising