4,068
Views
16
CrossRef citations to date
0
Altmetric
Articles

The influence of advertising appeals on consumer perceptions of athlete endorser brand image

, ORCID Icon &

References

  • Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365–381.
  • Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality & Social Psychology, 81, 492–508.
  • Albers-Miller, N. D., & Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42–57.
  • Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234.
  • Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97–106.
  • Arai, A., Ko, Y. K., & Kaplanidou, K. (2013). Athlete brand image: Scale development and model test. European Sport Management Quarterly, 13(4), 383–403.
  • Badenhausen, K. (2014a). How Michael Jordan made $90 million in 2013. Forbes. Retrieved from http://www.forbes.com/sites/kurtbadenhausen/2014/02/27/how-michael-jordan-made-90-million-in-2013/
  • Badenhausen, K. (2014b). The world’s highest-paid athletes. Forbes. Retrieved from http://www.forbes.com/athletes/list/#tab:overall
  • Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538–555.
  • Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), 318–330.
  • Beer, J. (2017). Peyton Manning may have retired from the NFL but not goofy ads. Retrieved from https://www.fastcompany.com/40453474/peyton-manning-may-have-retired-from-the-nfl-but-not-goofy-ads
  • Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. Irwin: The McGraw− Hill.
  • Bettman, J. R. (1979). Information processing theory of consumer choice. Reading, MA: Addison-Wesley Pub.
  • Brennan, L., & Binney, W. (2010). Fear, guilt and shame appeals in social marketing. Journal of Business Research, 63(2), 140–146.
  • Brown, S. P., Homer, P. M., & Inman, J. J. (1998). A meta-analysis of relationships between ad-evoked feelings and advertising responses. Journal of Marketing Research, 35(1), 114–126.
  • Calder, B. (1989). Emotional Advertising Appeals. In P. Cafferata & A. M. Tybout (Eds.), Cognitive and Affective Responses to Advertising (pp. 278–285). Lexington, MA: Lexington Books.
  • Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing research for application. Journal of Consumer Research, 8(2), 197–207.
  • Carlson, B. D., & Donavan, D. T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27(3), 193–206.
  • Chanavat, N., Desbordes, M., & Dickson, G. (2016). Sponsorship networks: Toward an innovative model. Sport, Business and Management: An International Journal, 6(4), 424–439.
  • Chanavat, N., Martinent, G., & Ferrand, A. (2010). Brand images causal relationships in a multiple sport event sponsorship context: Developing brand value through association with sponsees. European Sport Management Quarterly, 10(1), 49–74.
  • Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173–192.
  • Charbonneau, J., & Garland, R. (2005). Talent, looks or brains? New Zealand advertising practitioners’ views on celebrity and athlete endorsers. Marketing Bulletin, 16(3), 1–10.
  • Chiou, J. S. (2002). The effectiveness of different advertising message appeals in the eastern emerging society: Using Taiwanese TV commercials as an example. International Journal of Advertising, 21(2), 217–236.
  • Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology and Marketing, 29(9), 639–650.
  • Cline, T. W., Altsech, M. B., & Kellaris, J. J. (2003). When does humour enhance or inhibit ad responses? The moderating role of the need for humour. Journal of Advertising, 32(3), 31–45.
  • Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50–65.
  • Dix, S., Phau, I., & Pougnet, S. (2010). ‘Bend it like Beckham’: The influence of sports celebrities on young adult consumers. Young Consumers, 11(1), 36–46.
  • Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F., & Stavraki, M. G. (2007). Determinants of effective SMS advertising: An experimental study. Journal of Interactive Advertising, 7(2), 16–27.
  • Eisend, M. (2009). A meta-analysis of humour in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203.
  • Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149–165.
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.
  • Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566–578.
  • Faseur, T., & Geuens, M. (2006). Different positive feelings leading to different ad evaluations: The case of coziness, excitement, and romance. Journal of Advertising, 35(4), 129–142.
  • Filo, K., & Funk, D. C. (2015). Leveraging eStrategies and the online environment. In M. P. Pritchard & J. L. Stinson (Ed.), Leveraging brands in sport business (pp. 204–220). New York: Routledge.
  • Fink, J., Cunningham, G., & Kensicki, L. J. (2004). Using athletes as endorsers to sell women’s sport: Attractiveness vs. expertise. Journal of Sport Management, 18(4), 350–367.
  • Fink, J. S., Parker, H. M., Cunningham, G. B., & Cuneen, J. (2012). Female athlete endorsers: Determinants of effectiveness. Sport Management Review, 15(1), 13–22.
  • Funk, D., & Pritchard, M. P. (2006). Sport publicity: Commitment’s moderation of message effects. Journal of Business Research, 59(5), 613–621.
  • Geurin-Eagleman, A., & Burch, L. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133–145.
  • Gordon, M. E., Slade, L. A., & Schmitt, N. (1986). The ‘science of the sophomore’ revisited: From conjecture to empiricism. The Academy of Management Review, 11(1), 191–207.
  • Gray, J. (2015). Why Marshawn Lynch loves skittles so much. Retrieved from http://www.sbnation.com/nfl/2014/2/2/5362026/skittles-super-bowl-2014-marshawn-lynch
  • Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meanings transfer in celebrity endorsement. Journal of Product and Brand Management, 19(6), 452–460.
  • Homer, P. M., & Kahle, L. R. (1990). Source expertise, time of source identification, and involvement in persuasion: An elaborative processing perspective. Journal of Advertising, 19(1), 30–39.
  • iSpotTV. (2017). Tide sport odor defense collection TV commercial, ‘big odors’ ft. Rob Gronkowski. Retrieved from https://www.ispot.tv/ad/wB2N/tide-sport-odor-defense-collection-big-odors-ft-rob-gronkowski
  • Jin, C., & Villegas, J. (2007). The effect of the placement of the product in film: Consumers’ emotional responses to humorous stimuli and prior brand evaluation. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 244–255.
  • Jones, G. R., & George, J. M. (1998). The experience and evolution of trust: Implications for cooperation and teamwork. Academy of Management Review, 23(3), 531–546.
  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954–961.
  • Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology and Marketing, 11(6), 569–586.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600.
  • Kelley, S. W., & Turley, L. W. (2004). The effect of content on perceived affect of Super Bowl commercials. Journal of Sport Management, 18(4), 398–420.
  • Kendall, M., & Stuart, A. (1958). The Advanced Theory of Statistics. New York, NY: Hafner.
  • Kim, Y. J., & Na, J. H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: The role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23–33.
  • Kline, R. (2011). Principles and practices of structural equation modeling (3rd ed.). New York: The Guildford Press.
  • Koernig, S. K., & Boyd, T. C. (2009). To catch a tiger or let him go: The match-up effect and athlete endorsers for sport and non-sport brands. Sport Marketing Quarterly, 18(1), 25–57.
  • Koo, G. Y., Ruihley, B. J., & Dittmore, S. W. (2012). Impact of perceived on-field performance on sport celebrity source credibility. Sport Marketing Quarterly, 21(3), 147–158.
  • Kunkel, T., Funk, D. C., & Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management, 27(3), 177–192.
  • Kunkel, T., Funk, D. C., & King, C. (2014). Developing a conceptual understanding of consumer-based league brand associations. Journal of Sport Management, 28(1), 49–67.
  • Lawrence, B. (2013). Top 100 highest-paid athlete endorsers of 2013. Open Endorse. Retrieved from http://opendorse.com/blog/top-100-highest-paid-athlete-endorsers-of-2013/
  • Lin, C. L., & Yeh, J. T. (2009). Comparing society’s awareness of women: Media-portrayed idealized images and physical attractiveness. Journal of Business Ethics, 90(1), 61–79.
  • Lock, D., Filo, K., Kunkel, T., & Skinner, J. (2015). The development of a framework to capture perceptions of sport organizations legitimacy. Journal of Sport Management, 29, 362–379.
  • Lohneiss, A., & Hill, B. (2014). The impact of processing athlete transgression on brand image and purchase intent. European Sport Management Quarterly, 14(2), 171–193.
  • Macht, D. (2008). David Beckham boosts brief sales. The Telegraph. Retrieved from http://www.telegraph.co.uk/news/2257637/David-Beckham-boosts-briefs-sales.html
  • McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13(1), 71–84.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.
  • McFarland, R. G., Challagalla, G. N., & Shervani, T. A. (2006). Influence tactics for effective adaptive selling. Journal of Marketing, 70(4), 103–117.
  • McGhee, T. (2012). The rise and rise of athlete brand endorsements. Journal of Brand Strategy, 1(1), 79–84.
  • Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318–332.
  • Moore, D. J., & Harris, W. D. (1996). Affect intensity and the consumer's attitude toward high impact emotional advertising appeals. Journal of Advertising, 25(2), 37–50.
  • Nabi, R. L., Moyer-Gusé, E., & Byrne, S. (2007). All joking aside: A serious investigation into the persuasive effect of funny social issue messages. Communication Monographs, 74(1), 29–54.
  • Nielsen. (2013). Mass appeal: How some ad characteristics resonate with consumers around the world. Retrieved from http://www.nielsen.com/us/en/insights/news/2013/Mass-appeal-how-some-ad-characteristics-resonate-with-consumers-around-the-world.html
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
  • Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.
  • Okazaki, S., Mueller, B., & Taylor, C. R. (2010). Global consumer culture positioning: Testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers. Journal of International Marketing, 18(2), 20–34.
  • Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude towards the ad on viewing time. Journal of Consumer Research, 17(4), 440–453.
  • Pitta, D. A., & Prevel Katsanis, L. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51–64.
  • Polit, D. F., & Beck, C. T. (2006). The content validity index: Are you sure you know what’s being reported? Critique and recommendations. Research in Nursing and Health, 29, 489–497.
  • Pornpitakpan, C. (2004). The effect of celebrity endorsers’ perceived credibility on product purchase intention: The case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55–74.
  • Reichert, T., Heckler, S. E., & Jackson, S. (2001). The effects of sexual social marketing appeals on cognitive processing and persuasion. Journal of Advertising, 30(1), 13–27.
  • Robinson, M. D., Watkins, E. R., & Harmon-Jones, E. (2013). Handbook of cognition and emotion. New York: The Guilford Press.
  • Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1/2), 121–134.
  • Simmers, C. S., Damron-Martinez, D., & Haytko, D. L. (2009). Examining the effectiveness of athlete celebrity endorser characteristics and product brand type: The endorser sexpertise continuum. Journal of Sport Administration and Supervision, 1(1), 52–64.
  • Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.
  • Southgate, D., & Poole, D. (2014). Breaking out of the 30-second box. Millward Brown. Retrieved from https://www.millwardbrown.com/Insights/Point-of-View/Breaking_Out_of_the_30_Second_Box/default.aspx
  • Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17–35.
  • Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104–119.
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
  • Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology and Marketing, 25(2), 179–196.
  • Torres, I. M., & Briggs, E. (2007). Identification effects on advertising response: The moderating role of involvement. Journal of Advertising, 36(3), 97–108.
  • Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers’ attitudes and intentions. Journal of Consumer Research, 20(4), 535–547.
  • Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70, 18–34.
  • Weinberger, M. G., & Gulas, C. S. (1992). The impact of humour in advertising: A review. Journal of Advertising, 21(4), 35–59.
  • Whittler, T. E., & DiMeo, J. (1991). Viewers’ reactions to racial cues in advertising stimuli. Journal of Advertising Research, 31(6), 37–46.
  • Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58(10), 1397–1406.
  • Yukl, G., Kim, H., & Falbe, C. M. (1996). Antecedents of influence outcomes. Journal of Applied Psychology, 81(3), 309–317.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.