The Extended Match-Up Hypothesis Model: The Role of Self-Referencing in Athlete Endorsement Effects
DC Field | Value | Language |
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dc.contributor.author | Lee, Seungae | - |
dc.contributor.author | Kim, Wonyoung | - |
dc.contributor.author | Kim, Euy-Jin | - |
dc.date.accessioned | 2022-07-16T01:18:35Z | - |
dc.date.available | 2022-07-16T01:18:35Z | - |
dc.date.created | 2021-05-13 | - |
dc.date.issued | 2014-12 | - |
dc.identifier.issn | 1475-8962 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/158347 | - |
dc.description.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. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Inderscience | - |
dc.title | The Extended Match-Up Hypothesis Model: The Role of Self-Referencing in Athlete Endorsement Effects | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Lee, Seungae | - |
dc.identifier.doi | 10.1504/IJSMM.2014.073212 | - |
dc.identifier.scopusid | 2-s2.0-84948763580 | - |
dc.identifier.bibliographicCitation | International Journal of Sport Management and Marketing, v.15, no.5-6, pp.301 - 321 | - |
dc.relation.isPartOf | International Journal of Sport Management and Marketing | - |
dc.citation.title | International Journal of Sport Management and Marketing | - |
dc.citation.volume | 15 | - |
dc.citation.number | 5-6 | - |
dc.citation.startPage | 301 | - |
dc.citation.endPage | 321 | - |
dc.type.rims | ART | - |
dc.type.docType | 정기학술지(Article(Perspective Article포함)) | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | Athlete endorsement effects | - |
dc.subject.keywordAuthor | Match-up hypothesis model | - |
dc.subject.keywordAuthor | Self-referencing | - |
dc.subject.keywordAuthor | The extended match-up hypothesis model | - |
dc.identifier.url | https://www.inderscienceonline.com/doi/abs/10.1504/IJSMM.2014.073212 | - |
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