The extended match-up hypothesis model: the role of self-referencing in athlete endorsement effects
by Seungae Lee; Wonyoung Kim; Euy-jin Kim
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 5/6, 2014

Abstract: The current study proposes an extended match-up hypothesis model. Previous literature on the match-up hypothesis model has largely focused on the match between a celebrity endorser and a product and reached a general conclusion that a good match plays a positive role in advertising effectiveness. However, prior research overlooked a crucial association in explaining advertising effectiveness - the association between an endorser and a consumer. Therefore, the current study added the association between a celebrity endorser (i.e., a female athlete endorser) and a consumer in the match-up hypothesis model, using the concept of self-referencing. The results indicate that self-referencing with an athlete endorser serves a significant role in predicting athlete endorsement effects.

Online publication date: Fri, 27-Nov-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com