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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Assessing the Qualities of Athlete Endorsers: A Study of Consumer
Preferences for the 3 Qualities of Sports Endorsers
Attractiveness, Trustworthiness, Expertise
Author(s): Bohdan Pikas, Rebecca Schied, Anastasia Pikas
Citation: Bohdan Pikas, Rebecca Schied, Anastasia Pikas, (2012) "Assessing the Qualities of Athlete Endorsers: A Study of Consumer Preferences for the 3 Qualities of Sports Endorsers Attractiveness, Trustworthiness, Expertise," Vol. 6, Iss. 3, pp. 42 - 55
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The use of celebrities to endorse products is a popular technique used by numerous marketers. Athlete endorsers, a subset of celebrity endorsers, are also extremely popular and have their own distinct positioning in the minds of consumers. This research takes a closer look at the three qualities of athlete endorsers, attractiveness, trustworthiness, and expertise. It seeks to both discover how consumers define these three qualities as well as how important each of these qualities is to consumers. Steps were taken to test a possible gender difference when it comes to determining consumer preference. A difference between consumers with differing levels of sports involvement was also examined. The result was that differences were discovered in both of these areas. This indicates that gender and sports involvement are key demographic considerations to be addressed when making the decision to use an athlete to endorse a product.
