The effects of using pre-elite athletes as brand endorsers on purchase intent and brand image
by Nicholas Fraser; Brad Hill; Popi Sotiriadou
International Journal of Sport Management and Marketing (IJSMM), Vol. 16, No. 3/4/5/6, 2016

Abstract: This study examines the effects of perceived attractiveness and facial features of unfamiliar Guyanese pre-elite athletes on perceived brand image match-up and perceived purchase intent of the FILA brand. Two hundred twenty six Guyanese citizens were presented with images of Guyanese pre-elite athletes and the FILA brand logo. The influence of the pre-elite athletes' facial features (eyes, nose, mouth, cheeks, skin) were tested on athlete match-up with FILA brand image and purchase intent of the FILA brand while controlling for perceived familiarity and attractiveness of the athletes. The findings revealed unfamiliar attractive female Guyanese pre-elite athletes can drive purchase intent of the FILA brand. Specifically, the eyes and skin significantly increased purchase intent. Unfamiliar athletes did not positively influence brand image match-up. The findings contribute to the area of athlete brand endorsement by deepening the understanding of relationships among athlete familiarity, attractiveness and match-up in terms of influencing brand image and purchase intent.

Online publication date: Fri, 22-Jul-2016

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