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Female athlete endorsers: Determinants of effectiveness


  • Fink, Janet S.
  • Parker, Heidi M.
  • Cunningham, George B.
  • Cuneen, Jacquelyn


In drawing from social role theory and the match-up hypothesis, the purpose of this study was to determine influential variables regarding the effectiveness of female athlete endorsers. A 2 (gender appropriate/gender inappropriate)×2 (sport related product/non-sport related product) experiment was conducted with 296 participants from four different universities throughout the United States. Results indicated that type of sport had little effect on credibility measures. Further, the athlete's sport had no effect on athlete-product fit. The most important aspect relative to purchase intentions was the product being endorsed, not the sport in which the athlete competed. Results are discussed in terms of practical implications and theoretical considerations.

Suggested Citation

  • Fink, Janet S. & Parker, Heidi M. & Cunningham, George B. & Cuneen, Jacquelyn, 2012. "Female athlete endorsers: Determinants of effectiveness," Sport Management Review, Elsevier, vol. 15(1), pages 13-22.
  • Handle: RePEc:eee:spomar:v:15:y:2012:i:1:p:13-22
    DOI: 10.1016/j.smr.2011.01.003

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    References listed on IDEAS

    1. Stephanie Seguino, 2007. "PlusCa Change? evidence on global trends in gender norms and stereotypes," Feminist Economics, Taylor & Francis Journals, vol. 13(2), pages 1-28.
    2. Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. " The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 535-547, March.
    3. Kahle, Lynn R & Homer, Pamela M, 1985. " Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Oxford University Press, vol. 11(4), pages 954-961, March.
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