Impact of athletic endorsements on consumers purchase intentions

The purpose of this study was to determine if the endorsement by an athlete of a high or low status product affects consumer perceptions of the athlete and consumers' purchase intention of the advertised product. Respondents were asked to view two different advertisements with a high star power athletic endorser and a low star power athletic endorser, who were endorsing either a high or low status product. The status consumption scale, the star power variables of source attractiveness, source credibility (professional trustworthiness and athletic expertise), likeable personality, character style and the variable of athlete/product congruency were examined along with consumers' direct consumption, media consumption of the advertised product, value enhancement and star familiarity of the athletic endorser. Linear regression was used to analyze the relationships between the star power variables and the sports consumption variables. MANOVA was used to explore the main effects and interaction effects between the fixed factors of athletic star power and status products and the sports consumption variables. Findings indicated that not all the components of star power increased the sports consumption variables in the different advertisements. The athlete should be taken into consideration. Findings also showed that direct consumption had no effect on the star power of the athlete or the status of the product; however, significant relationships were identified between the other three dependent variables. However, the type of product and the athlete should also be considered. Future research should examine athletes who endorse their own clothing lines, or if there is a difference in consumption patterns when an athlete endorses both sport and non-sport products.