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Abstract
Although the product match-up hypothesis has proven useful in predicting endorsement effectiveness, the current study reveals that endorser identification may be a better predictor of endorsement success. Specifically, the findings suggest that it is important for the consumer to have a connection in the form of identification with the endorser. In such cases, even a poor-fitting endorsement may lead to positive brand outcomes. Further, identification with the endorser leads to positive outcomes with team-related intentions as well as a sense of community with other fans. The results offer new theoretical and managerial insights for choosing effective endorsers.
Keywords: social identification, fit, distinctiveness, reputation, attractiveness, endorser effectiveness
Introduction
Athlete endorsements are commonplace in today's advertising landscape. Although the days of relying on a single endorser may be in the past due to increasing concern of public scandals among athletes, short-term deals, smaller paychecks, and hiring a portfolio of athletes are becoming increasingly popular among brands hoping to benefit from paid associations with an athlete (McCarthy, 2014). Endorsement pairings with athletes such as Michael Jordan and Nike have been highly successful while many others are far less successful. For instance, the failure of the endorsement partnership between Mastercard and Barry Bonds was attributed to the athlete's admission of using performance enhancing drugs (Roberts & Snyder, 2014). Conversely, athletes such as Michael Jordan, George Foreman, and Jack Nicklaus have remained successful endorsers long after their dominance in their respective sports has faded. Thus, it appears the connection between consumers and an endorser may be particularly important in navigating the process of selecting an effective athlete endorser.
A related question from the endorser literature is the connection between the endorser fit or match-up with the product. Studies suggest a fit or congruence between the athlete and brand is essential for commercial success (Braunstein-Minkove, Zhang, & Trail, 2011; Burton, Farrelly, & Quester, 2000; Till & Busler, 2000). Endorsers like Jordan have been able to endorse several brands which fit with their image, such as Jordan endorsing Nike and Gatorade. However, Jordan has also enjoyed success promoting brands that seemingly fail to fit with his image (i.e., Rayovac batteries, McDonald's, and Ball Park Franks).
While fit between an endorser and a brand may be an important ingredient to commercial...