Point, set, match: examining the impact of athlete endorser familiarity and endorser/product congruency on consumer attitudes, purchase intentions, and percieved [sic] endorser credibility
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The purpose of this research is to examine the impact of professional athlete endorser familiarity and endorser/product congruency on consumer attitudes towards the brand, consumer attitudes towards the ad, consumer purchase intentions, and perceived endorser credibility. Source credibility model, source attractiveness model, and the match-up hypothesis were used as theoretical support for this research. After two pre-tests were conducted to ensure that the endorser familiarity and endorser/product congruency manipulations were successful, 256 participants answered questions regarding their perceptions of endorser credibility, attitudes towards the brand and ad, and purchase intentions. Results showed that endorser familiarity had no impact on perceived endorser credibility or consumer attitudes and purchase intentions. However, results did support that when the endorser matched up with the product endorsed, higher consumer attitudes, purchase intentions, and perceptions of endorser trustworthiness and expertise were found. Implications of the findings and directions for future research are discussed.