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 offter new theoretical and managerial insights for choosing effective endorsers.
BelkR.W. (1988) Possessions and the extended selfJournal of Consumer Research, 15, 139–168
9.
BergamiM., & BagozziR. P. (2000) Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organizationBritish Journal of Social Psychology, 39, 555–577
10.
BettmanJ. R., & ParkC.W. (1980) Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysisJournal of Consumer Research, 7, 234–248
11.
BhattacharyaC.B., RaoH., & GlynnM A (1995) Understanding the bond of identification: An investigation of its correlates among art museum membersJournal of Marketing, 59(4), 46–57
12.
BhattacharyaC.B., & SenS. (2003) Consumer-company identification: A framework for understanding consumer's relationships with companiesJournal of Marketing, 67, 76–88
13.
BiswasD, BiswasA, & DasN (2006) The differential effects of celebrity and expert endorsements on consumer risk perceptionsJournal of Advertising, 35(2), 17–31
14.
BiswasS., HussainM., & O'DonnellK. (2009) Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural studyJournal of Global Marketing, 22, 121–137
15.
BraggM A, YanamadalaS., RobertoC. A., HarrisJ. L., & BrownellK. D. (2013) Athlete endorsements in food marketingPediatrics, 132, 805–810
16.
Braunstein-MinkoveJ. R., ZhangJ. J., & TrailG.T. (2011) Athlete endorser effectiveness: Model development and analysisSport Business and Management: An International Journal, 1, 93–114
17.
BrooksC. M., & HarrisK. K. (1998) Celebrity athlete endorsement: An overview of the key theoretical issuesSport Marketing Quarterly, 7, 34–44
18.
BrownT. J. (1992) Schemata in consumer research: A connectionist approach. In SherryJ. F. & SternthalB. (Eds), Diversity in consumer behavior (Vol 19, pp. 787–794) Provo, UT: Association for Consumer Research
19.
BrownT. J., BarryT. E., DacinP. A., & GunstR. F. (2005) Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviorsJournal of the Academy of Marketing Science, 33, 123–138
20.
BruinM. D., SheeranP., KokG., HiemstraA., PrinsJ. M., HospersH. J., & BreukelenG. J. P. (2012) Self-regulatory processes mediate the intention-behavior relation for adherence and exercise behaviorsHealth Psychology, 31, 695–703
21.
BurtonR., FarrellyF.J., & QuesterP. G. (2000) Exploring the curious demand for athletes with controversial images: A review of anti-hero product endorsement advertisingInternational Journal of Sports Marketing & Sponsorship, 2, 315–330.
22.
CarlsonB. D., & DonavanD. T. (2008) Concerning the effect of athlete endorsements on brand and team related intentionsSport Marketing Quarterly, 17, 154–162
23.
CarlsonB. D., & DonavanD. T. (2013) Human brands in sport: Athlete brand personality and identificationJournal of Sport Management, 27, 193–206
24.
CarlsonB. D., DonavanD. T., & CumiskeyK.J. (2009) Consumer-brand relationships in sport: Brand personality and identificationInternational Journal of Retail & Distribution Management, 37, 370–384
25.
CarlsonB. D., SuterT. A., & BrownT. J. (2008) Social versus psychological brand community: The role of psychological sense of brand communityJournal of Business Research, 61, 284–291
26.
DingH., MolchanovA. E., & StorkP. A. (2011) The value of celebrity endorsements: A stock market perspective,Marketing Letters, 22, 147–163
27.
DonavanD. T., JandaS., & MaxhamJ. G. (2015) Identification and aftermarket personalization with durable goods,Psychology & Marketing, 32, 611–623
28.
DuttonJ. E., DukerichJ. M., & HarquailC. V. (1994) Organizational images and member identificationAdministrative Science Quarterly, 39, 239–263
29.
FelixR., & BorgesA. (2014) Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extensionJournal of Brand Management, 21, 579–593
FornellC., & LarckerD. F. (1981) Evaluating structural equation models with unobservable variables and measurement errorJournal of Marketing Research, 28, 39–50
32.
FunkD C, & JamesJ D (2006) Consumer loyalty: The meaning of attachment in the development of sport team allegianceJournal of Sport Management, 20, 189–217
33.
GrubbE. L., & GrathwolH. L. (1967) Consumer self-concept, symbolism and market behavior: A theoretical approachJournal of Marketing, 31, 22–27
34.
GwinnerK. (1997) A model of image creation and image transfer in event sponsorshipInternational Marketing Review, 14, 145–158
35.
GwinnerK., & BennettG. (2008) The impact of brand cohe-siveness and sport identification on brand fit in a sponsorship contextJournal of Sport Management, 22, 410–426
36.
GwinnerK. P., & EatonJ. (1999) Building brand image through event sponsorship: The role of image transferJournal of Advertising, 28(4), 47–57
37.
GwinnerK., & SwansonS.R. (2003) A model of fan identification: Antecedents and sponsorship outcomesJournal of Services Marketing, 17, 275–294
38.
HairJ. F., RingleC. M., & SarstedtM. (2011) PLS-SEM: Indeed a silver bulletJournal of Marketing Teory and Practice, 19, 139–152
39.
HoggM A (1996) Social identity, self-categorization, and the small group. In DavisJ. H. & WitteE. H. (Eds ), Understanding group behavior: Small group processes and interpersonal relations (Vol 2, pp. 227–254) Hillsdale, NJ: Lawrence Erlbaum
40.
HoggM. A., TerryD. J., & WhiteK. M. (1995) A tale of two theories: A critical comparison of identity theory and social identity theorySocial Psychology Quarterly, 58, 255–269
41.
KaminsM A (1990) An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deepJournal of Advertising, 19, 4–13
42.
KaminsM A, BrandM J, HoekeS. A., & MoeJ. C. (1989) Two-sided versus one-sided celebrity endorsements: The impact of advertising effectiveness and credibilityJournal of Advertising, 18, 4–10
43.
KaminsM. A., & GuptaK. (1994) Congruence between spokesperson and product type: A match-up hypothesis perspectivePsychology and Marketing, 11, 569–586
44.
KatzD., & KahnR. L. (1966) The social psychology of organizations. New York, NY: John Wiley & Sons, Inc
45.
KimK., & CheongY. (2011) The effects of athlete-endorsed advertising: The moderating role of the athlete-audience ethnicity matchJournal of Sport Management, 25, 143–155
46.
KimM. S., & HunterJ E (1993) Relationship among attitudes, behavioral intentions, and behavior: A meta-analysis of past research part 2Communication Research, 20, 331–364
47.
KimY. K., & TrailG. (2010) Constraints and motivators: A new model to explain sport consumer behaviorJournal of Sport Management, 24, 190–210
48.
LaffertyB. A., & GoldsmithR. E. (1999) Corporate credibility's role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the adJournal of Business Research, 44, 109–116
LearK. E., RunyanR. C., & WhitakerW. H. (2009). Sports celebrity endorsements in retail products advertising. International Journal of Retail & Distribution Management, 37, 308–321.
51.
Mac KinnonD. P., LockwoodC. M., & WilliamsJ. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39, 99–128.
52.
MaelF. A., & AshforthB. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13, 103–123.
53.
McAlexanderJ. H., SchoutenJ. W., & KoenigH. (2002). Building brand community. Journal of Marketing, 66, 38–54.
McCrackenG. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310–321.
56.
OhanianR. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
57.
PlewaC., & PalmerK. (2014). Self-congruence theory: Towards a greater understanding of the global and mailable selves in a sports specific consumption context. International Journal of Sports Marketing and Sponsorship, 15(4), 26–39.
58.
PodsakoffP. M., & OrganD. W. (1986). Self reports in organizational research: Problems and prospects. Journal of Management, 12, 531–545.
59.
PrattM. G. (1998). To be or not to be: Central questions in organizational identification. In WhettenD. A. & GodfreyP. C. (Eds.), Identity in organizations: Building theory through conversations (pp. 171–207). Thousand Oaks, CA: Sage Publications.
RobinsonM. J., & TrailG. T. (2005). Relationships among spectator gender, motives, points of attachment and sport preference. Journal of Sport Management, 9, 58–80.
62.
SassenbergA. (2015). Effects of sport celebrity transgressions: An exploratory study. Sport Marketing Quarterly, 24, 78–90.
63.
ShroutP. E., & BolgerN. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7, 422–445.
64.
SpearsN., & SinghS. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26, 53–66.
65.
SpeedR., & ThompsonP. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28, 226–238.
66.
TajfelH., & TurnerJ.C. (1985). The social identity theory of intergroup behavior, In WorchelS. & AustinW. G. (Eds.), Psychology of intergroup relations (Vol. 2, pp. 7–24). Chicago, IL: Nelson-Hall.
67.
TillB. D., & BusierM. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
68.
TrailG. T., & JamesJ. D. (2001). The motivation scale for sport consumption: Assessment of the scale's psychometric properties. Journal of Sport Behavior, 24, 108–127.
69.
WannD. L., & BranscombeN. R. (1993) Sports fans: Measuring degree of identification with their teamInternational Journal of Sport Psychology, 24, 1–17
70.
WohlfeilM., & WhelanS. (2012) ‘Saved!’ by Jena Malone: An introspective study of a consumer's fan relationship with a film actressJournal of Business Research, 65, 511–519
71.
WrightS.A. (2016) Reinvestigating the endorser by product matchup hypothesis in advertisingJournal of Advertising, 45, 26–32
72.
YoshidaM., HeereB., & GordonB. (2015). Predicting behavior loyalty through community: Why other fans are more important than our own intentions, our satisfaction, and the team itself. Journal of Sport Management, 29, 318–333.
73.
ZhaoX., LynchJ. G.Jr., & ChenQ. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37, 197–206.
