Resumen de Athlete endorsement, attitudes, and purchase intention: : The interaction effect between athlete endorser-product congruence and endorser credibility

Younghan Lee

• The current study explored the effectiveness of athlete endorser-product congruence and endorser credibility on consumer responses such as attitude toward the advertisement, attitude toward the brand, and purchase intention using a 2 x 2 experiment. Real figures and actual brands were used as stimuli to enhance external validity and generalizability. Research results confirmed the interaction effects between athlete endorser-product congruence and endorser credibility on three specific consumer responses. The research further examined and identified the indirect path from attitude toward the advertisement and purchase intention, mediated by attitude toward the brand. The findings from the research fill the gaps in literatures and extend the body of knowledge in general endorsement studies, and sport celebrity endorsement studies in particular