Strategic match of athlete endorsement in global markets: an associative learning perspective

Yonghwan Chang; Yong Jae Ko; Asli Tasci; Akiko Arai; Taehee Kim

doi:10.1108/IJSMS-15-04-2014-B005

Strategic match of athlete endorsement in global markets: an associative learning perspective

Yonghwan Chang, Yong Jae Ko, Asli Tasci, Akiko Arai, Taehee Kim

Kinesiology

Research output: Contribution to journal › Article › peer-review

11 Scopus citations

Abstract

Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed products and their match are significantly different in these markets.

Original language	English (US)
Pages (from-to)	40-58
Number of pages	19
Journal	International Journal of Sports Marketing and Sponsorship
Volume	15
Issue number	4
DOIs	https://doi.org/10.1108/IJSMS-15-04-2014-B005
State	Published - Apr 1 2014

Bibliographical note

Publisher Copyright:
© 2014 by Winthrop Publications Limited.

Keywords

adoptive network models
athlete brands
brand management
celebrity endorsement

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AU - Kim, Taehee

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Strategic match of athlete endorsement in global markets: an associative learning perspective

Abstract

Bibliographical note

Keywords

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