Endorser
Examining the Effectiveness of Athlete Celebrity endorser characteristics and Product Brand type: the endorser Sexpertise continuum
Christina S. Simmers, Datha Damron-Martinez, & Diana L. Haytko
keyWordS: Sport marketing, brand management, celebrity endorser, sponsorship, product endorsement, celebrity athlete, athlete spokesperson, source credibility, source attractiveness
ABStrAct This research furthers the theoretical perspectives that athlete endorsers are brands unto themselves, and that athlete-endorser effectiveness is determined by congruent pairings of the athlete-endorser brand and the product brand by introducing the Endorser Sexpertise Continuum. This model categorizes athlete celebrity endorsers on the Endorser Sexpertise Continuum with anchor points referred to as “acquirable expertise” and “likeability.” As in successful brand alliances, this model suggests the types of products/brands the athlete celebrities would be most successful in endorsing, depending on their positioning on the continuum.
Simmers, C. S., Damron-Martinez, D., & Haytko, D. L. (2009). Examining the effectiveness of athlete celebrity endorser characteristics and product brand type: The Endorser Sexpertise Continuum. Journal of Sport Administration & Supervision 1(1), 52-64. doi:10.3883/v1i1_simmers; published online April, 2009.
Dr. Christina S. Simmers is an assistant professor of marketing at Missouri State University in Springfield, Missouri. She holds an MBA from Nicholls State University and a PhD in marketing from Louisiana State University. Her research interests include advertising issues, consumer information processing, consumer behavior and brand alliances. Dr. Datha Damron-Martinez is an assistant professor of marketing at Truman State University in Kirksville, Missouri. She holds an MBA, an MA in Economics, and a PhD in Business Administration/Marketing from New Mexico State University. Her research interests include script use in relationship selling,
Christina S. Simmers, Datha Damron-Martinez, & Diana L. Haytko
keyWordS: Sport marketing, brand management, celebrity endorser, sponsorship, product endorsement, celebrity athlete, athlete spokesperson, source credibility, source attractiveness
ABStrAct This research furthers the theoretical perspectives that athlete endorsers are brands unto themselves, and that athlete-endorser effectiveness is determined by congruent pairings of the athlete-endorser brand and the product brand by introducing the Endorser Sexpertise Continuum. This model categorizes athlete celebrity endorsers on the Endorser Sexpertise Continuum with anchor points referred to as “acquirable expertise” and “likeability.” As in successful brand alliances, this model suggests the types of products/brands the athlete celebrities would be most successful in endorsing, depending on their positioning on the continuum.
Simmers, C. S., Damron-Martinez, D., & Haytko, D. L. (2009). Examining the effectiveness of athlete celebrity endorser characteristics and product brand type: The Endorser Sexpertise Continuum. Journal of Sport Administration & Supervision 1(1), 52-64. doi:10.3883/v1i1_simmers; published online April, 2009.
Dr. Christina S. Simmers is an assistant professor of marketing at Missouri State University in Springfield, Missouri. She holds an MBA from Nicholls State University and a PhD in marketing from Louisiana State University. Her research interests include advertising issues, consumer information processing, consumer behavior and brand alliances. Dr. Datha Damron-Martinez is an assistant professor of marketing at Truman State University in Kirksville, Missouri. She holds an MBA, an MA in Economics, and a PhD in Business Administration/Marketing from New Mexico State University. Her research interests include script use in relationship selling,