Managing Athlete Endorser Image: The Effect of Endorsed Product

Abstract

The use of athletes as endorsers is widespread. Typically of interest is the effect that an athlete may have on the endorsed product. However, as athletes, particularly top athletes, derive significant income from endorsements, these athletes can be considered brands in their own right. As such, athlete endorsers need to be sensitive to how their own images can be affected by the nature of the products they endorse. This research shows that both athlete and nonathlete endorsers’ images can be negatively affected by their association with inappropriate products. The athlete's image is particularly at risk if the product is one that is linked to health risk.