The Extended Match-Up Hypothesis Model: The Role of Self-Referencing in Athlete Endorsement Effects
- Authors
- Lee, Seungae; Kim, Wonyoung; Kim, Euy-Jin
- Issue Date
- Dec-2014
- Publisher
- Inderscience
- Keywords
- Athlete endorsement effects; Match-up hypothesis model; Self-referencing; The extended match-up hypothesis model
- Citation
- International Journal of Sport Management and Marketing, v.15, no.5-6, pp.301 - 321
- Indexed
- SCOPUS
- Journal Title
- International Journal of Sport Management and Marketing
- Volume
- 15
- Number
- 5-6
- Start Page
- 301
- End Page
- 321
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/158347
- DOI
- 10.1504/IJSMM.2014.073212
- ISSN
- 1475-8962
- Abstract
- The current study proposes an extended match-up hypothesis model. Previous literature on the match-up hypothesis model has largely focused on the match between a celebrity endorser and a product and reached a general conclusion that a good match plays a positive role in advertising effectiveness. However, prior research overlooked a crucial association in explaining advertising effectiveness - the association between an endorser and a consumer. Therefore, the current study added the association between a celebrity endorser (i.e., a female athlete endorser) and a consumer in the match-up hypothesis model, using the concept of self-referencing. The results indicate that self-referencing with an athlete endorser serves a significant role in predicting athlete endorsement effects.
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