IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v29y2018i2d10.1007_s11002-018-9455-8.html
   My bibliography  Save this article

Examining the impact of celebrity endorsements across consumer segments: an empirical study of Tiger Woods’ endorsement effect on golf equipment

Author

Listed:
  • Timothy P. Derdenger

    (Carnegie Mellon University)

Abstract

This paper empirically examines whether endorsement effects differ across consumer types–expert vs. novice. The study uses aggregate sales data from the golf equipment industry covering two unique retail channels (on-course and off-course) to estimate endorsement effects for Tiger Woods. The study finds that Tiger Woods’ endorsement of Titleist woods had a greater effect in the off-course retail channel frequented by novice golfers than the on-course channel frequented by experts. I determine that such an effect led to over 28 thousand more Titleist woods being sold and an additional $9.2 million in revenue for the 9 months prior to Tiger Woods switching to endorse Nike apparel and equipment. I also determine that Tiger Woods’ endorsement led to over $500,000 in additional profit for each of the last 5 months of his endorsement contract with Titleist, which provided a 49% Return on Investment from US sales of Titleist woods, putters, and irons. Lastly, I present preliminary evidence to explain a possible reason why the observed endorsement effects varied by consumer types—Tiger Woods’ endorsements were informative to consumers. Specifically, I find support indicating Tiger Woods’ endorsement was more informative to novice golfers than experts.

Suggested Citation

  • Timothy P. Derdenger, 2018. "Examining the impact of celebrity endorsements across consumer segments: an empirical study of Tiger Woods’ endorsement effect on golf equipment," Marketing Letters, Springer, vol. 29(2), pages 123-136, June.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:2:d:10.1007_s11002-018-9455-8
    DOI: 10.1007/s11002-018-9455-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-018-9455-8
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-018-9455-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bart J. Bronnenberg & Jean-Pierre Dubé & Matthew Gentzkow & Jesse M. Shapiro, 2015. "Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 130(4), pages 1669-1726.
    2. Steven D. Levitt & Chad Syverson, 2008. "Market Distortions When Agents Are Better Informed: The Value of Information in Real Estate Transactions," The Review of Economics and Statistics, MIT Press, vol. 90(4), pages 599-611, November.
    3. David S. Lee & Thomas Lemieux, 2009. "Regression Discontinuity Designs In Economics," Working Papers 1118, Princeton University, Department of Economics, Industrial Relations Section..
    4. David S. Lee & Thomas Lemieux, 2010. "Regression Discontinuity Designs in Economics," Journal of Economic Literature, American Economic Association, vol. 48(2), pages 281-355, June.
    5. Kevin YC Chung & Timothy P. Derdenger & Kannan Srinivasan, 2013. "Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls," Marketing Science, INFORMS, vol. 32(2), pages 271-293, March.
    6. Imbens, Guido & Lemieux, Thomas, 2008. "Special issue editors' introduction: The regression discontinuity design--Theory and applications," Journal of Econometrics, Elsevier, vol. 142(2), pages 611-614, February.
    7. Leigh McAlister, 2007. "—Cross-Brand Pass-Through: Fact or Artifact?," Marketing Science, INFORMS, vol. 26(6), pages 876-898, 11-12.
    8. Guido W. Imbens, 2004. "Nonparametric Estimation of Average Treatment Effects Under Exogeneity: A Review," The Review of Economics and Statistics, MIT Press, vol. 86(1), pages 4-29, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Flores, Carlos A. & Mitnik, Oscar A., 2009. "Evaluating Nonexperimental Estimators for Multiple Treatments: Evidence from Experimental Data," IZA Discussion Papers 4451, Institute of Labor Economics (IZA).
    2. Daniel Zaga, 2014. "The Impact of Three Mexican Nutritional Programs: The Case of Dif-Puebla," CFD Working Papers 09-2015, Centre for Finance and Development, The Graduate Institute.
    3. Rieck, Karsten Marshall Elseth, 2012. "Does Child Care Affect Parents’ Sickness Absence? Evidence From A Norwegian Paternity Leave Reform," Working Papers in Economics 14/12, University of Bergen, Department of Economics.
    4. Daniel L. Millimet & Rusty Tchernis, 2013. "Estimation Of Treatment Effects Without An Exclusion Restriction: With An Application To The Analysis Of The School Breakfast Program," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 28(6), pages 982-1017, September.
    5. Murathi Kiratu, Nixon, 2014. "An Assessment of the Impact of Kilimo Plus Subsidy Program on Smallholder Farmers' Food Security and Income in Nakuru North District, Kenya," Research Theses 243470, Collaborative Masters Program in Agricultural and Applied Economics.
    6. Peter M. Steiner, 2011. "Propensity Score Methods for Causal Inference: On the Relative Importance of Covariate Selection, Reliable Measurement, and Choice of Propensity Score Technique," Working Papers 09, AlmaLaurea Inter-University Consortium.
    7. Guido W. Imbens, 2010. "Better LATE Than Nothing: Some Comments on Deaton (2009) and Heckman and Urzua (2009)," Journal of Economic Literature, American Economic Association, vol. 48(2), pages 399-423, June.
    8. Flores-Lagunes, Alfonso & Gonzalez, Arturo & Neumann, Todd C., 2007. "Estimating the Effects of Length of Exposure to a Training Program: The Case of Job Corps," IZA Discussion Papers 2846, Institute of Labor Economics (IZA).
    9. Eibich, Peter & Siedler, Thomas, 2020. "Retirement, intergenerational time transfers, and fertility," European Economic Review, Elsevier, vol. 124(C).
    10. Stephan Litschig, 2008. "Financing local development: Quasi-experimental evidence from municipalities in Brazil, 1980-1991," Economics Working Papers 1142, Department of Economics and Business, Universitat Pompeu Fabra, revised Jun 2012.
    11. Stoeffler, Quentin & Mills, Bradford, 2014. "Households’ investments in durable and productive assets in Niger: quasi-experimental evidences from a cash transfer project," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170212, Agricultural and Applied Economics Association.
    12. Anil Kumar, 2018. "Do Restrictions on Home Equity Extraction Contribute to Lower Mortgage Defaults? Evidence from a Policy Discontinuity at the Texas Border," American Economic Journal: Economic Policy, American Economic Association, vol. 10(1), pages 268-297, February.
    13. Huang, Wei & Zhou, Yi, 2013. "Effects of education on cognition at older ages: Evidence from China's Great Famine," Social Science & Medicine, Elsevier, vol. 98(C), pages 54-62.
    14. Silvia Helena Barcellos, 2010. "Legalization and the Economic Status of Immigrants," Working Papers 754, RAND Corporation.
    15. Ceren Ertan Yörük & Barış Yörük, 2015. "Alcohol consumption and risky sexual behavior among young adults: evidence from minimum legal drinking age laws," Journal of Population Economics, Springer;European Society for Population Economics, vol. 28(1), pages 133-157, January.
    16. Lauren Lanahan & Daniel Armanios, 2018. "Does More Certification Always Benefit a Venture?," Organization Science, INFORMS, vol. 29(5), pages 931-947, October.
    17. Frandsen, Brigham R. & Frölich, Markus & Melly, Blaise, 2012. "Quantile treatment effects in the regression discontinuity design," Journal of Econometrics, Elsevier, vol. 168(2), pages 382-395.
    18. Amy Finkelstein & Petra Persson & Maria Polyakova & Jesse M. Shapiro, 2022. "A Taste of Their Own Medicine: Guideline Adherence and Access to Expertise," American Economic Review: Insights, American Economic Association, vol. 4(4), pages 507-526, December.
    19. Chung Choe & Alfonso Flores-Lagunes & Sang-Jun Lee, 2015. "Do dropouts with longer training exposure benefit from training programs? Korean evidence employing methods for continuous treatments," Empirical Economics, Springer, vol. 48(2), pages 849-881, March.
    20. Kaisa Kotakorpi & Panu Poutvaara & Marko Tervio, 2013. "Returns to office in national and local politics," Discussion Papers 86, Aboa Centre for Economics.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:29:y:2018:i:2:d:10.1007_s11002-018-9455-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.