Date of Graduation
12-2020
Document Type
Dissertation
Degree Name
Doctor of Philosophy in Health, Sport and Exercise Science (PhD)
Degree Level
Graduate
Department
Health, Human Performance and Recreation
Advisor/Mentor
Dittmore, Stephen W.
Committee Member
Lens, Joshua J.
Second Committee Member
Lo, Wen-Juo
Third Committee Member
Kim, Wonyoung
Keywords
Source Credibility; Celebrity Endorsement; Celebrity Attitude; Involvement; Purchase Intention; Sport Consumers; Sport Products
Abstract
The purpose of the study is to examine the main features of a sport celebrity which make them credible as an endorser such that it influences the consumer’s purchase intention based on the products’ attributes. The study used a non-probability sample, a convenient sample method, limiting the generalization possibilities. A total of 401 surveys were collected for a golf apparel study while a total of 397 surveys were collected for a golf equipment study.
Findings of the golf apparel study indicated that trustworthiness, attitude toward advertisement, and involvement in golf positively influence on purchase intentions. On the other hand, attractiveness, expertise, attitude toward celebrity, and involvement in golf have an effect on purchase intention in the golf equipment study. This result re-emphasizes the importance of understanding consumers to deliver an effective message to promote increased consumption by the consumer with a higher level of fit between the product and the interest of consumers. It is necessary to recognize that the endorser credibility of sport celebrity endorsers affects advertising on endorsed products based on their current performance. The question of whether a sports celebrity's field success affects individual dimensions of endorser credibility is rarely discussed in the athlete endorsement literature. These findings will extend the growing literature on the sports advertising industry in sports and provide practical knowledge for sports marketers to use sports advertising models effectively. The results of the study help marketers effectively choose the best celebrities for recommending their brands and products.
Keywords:Source Credibility, Celebrity Endorsement, Celebrity Attitude, Involvement, Purchase Intention
Citation
Yoo, J. (2020). The Effect of Endorser Credibility on Purchase Intention based on Golf Products’ Attribute: Elaboration likelihood Model Perspective. Golf Equipment vs. Golf Apparel. Graduate Theses and Dissertations Retrieved from https://scholarworks.uark.edu/etd/3945
