A Review of Athlete Endorser-Product Fit Studies__臺灣人文及社會科學引文索引資料庫

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題名：	A Review of Athlete Endorser-Product Fit Studies
書刊名：	臺灣體育運動管理學報
作者：	梁懷良／高月慈／林鉦棽
作者(外文)：	Liang, Huai-liang／Kao, Yueh-tzu／Lin, Timothy Cheng-chen
出版日期：	2011
卷期：	11:3
頁次：	頁191-213
主題關鍵詞：	名人代言人；運動員代言人；配適假設理論；購買意圖；Celebrity endorser；Athlete endorser；Match-up hypothesis；Purchase intention
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:0 點閱:15

本篇研究是從 1999年至 2010年由 13個主要行銷期刊中，探討有關於名人代言人與產品配適假設 (the match-up hypothesis)之文獻回顧。在這些研究資料顯示出，更加重視運動員所代言運動產品與非運動產品的有效性。而這些研究結果證實了運動員代言人的形象可以有效促進消費者購買產品的意願。然而，研究中發現有一種特殊代言的類型是由運動員所代言的產品乃屬非運動相關性產品。此種代言人與產品配適的情形明顯與配適假設理論所提出的合適的效果類型和產品之間的代言人有高度配適效果不同。經由本研究以大量的實證文獻結果顯示，配適效果發現了在消費者對品牌的態度上，運動員代言與運動產品的效果比名人代言運動產品的效果會更好。然而，並非所有的代言人都能有效的代言相關產品。因此，在未來的研究上建議，探討對廣告效果上非運動員的代言人和運動產品配適情形的研究發展。

以文找文

We reviewed studies on the match-up hypothesis of celebrity endorsers published by 13 marketing journals from 1999 to 2010. Recent studies have focused more on the effectiveness of athlete endorsers promoting sports and non-sports products. The results of these studies indicated that the image of the athlete endorser can contribute significantly to the consumer’s purchase intentions toward the product. However, we observed that one endorsement type involves using athletes to endorse products that are irrelevant to sports. This type clearly contradicts the theoretical foundation of the match-up hypothesis, which maintains the effectiveness of the fit between the endorser and the product. By quantitatively integrating the empirical results of numerous studies, we determined that the match-up effect of an athlete endorsing a sports product was higher than that of a celebrity influencing consumers’ attitudes toward the brand. We recommend future studies to explore the effect of the fit between non-athlete endorsers and sport products on advertising effectiveness.

以文找文

期刊論文
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6.	Martin, J. H.,、John, M.,、Boler, M. J.(1996)。Is the athlete’s sport important when picking an athlete to endorse a nonsport product?。Journal of Consumer Marketing，13(6)，28-43。
7.	McDaniel, S. R.,、Heald, G. R.(2000)。Young consumers’ responses to event sponsorship advertisements of unhealthy products: Implications of schema-triggered affect theory。Sport Management Review，3，163-184。
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9.	Ryu, G.、Park, J.、Feick, L.(2006)。The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising。Psychology and Marketing，23(6)，487-513。
10.	Shuart, J.(2007)。Heroes in sport: Assessing celebrity endorser effectiveness。International Journal of Sports Marketing and Sponsorship，8(2)，126-140。
11.	Bush, A. J.、Martin, C. A.、Bush, V. D.(2004)。Sports Celebrity Influence on the Behavioral Intentions of Generation。Journal of Adverising Research，44(1)，108-118。
12.	Lee, Jung-Gyo、Thorson, E.(2008)。The impact of celebrity-product incongruence on the effectiveness of product endorsement。Journal of Advertising Research，48(3)，433-449。
13.	Liu, Matthew Tingchi、Huang, Yu‐Ying、Minghua, Jiang(2007)。Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China。Journal of Consumer Marketing，24(6)，358-365。
14.	Biswas, Dipayan、Biswas, Abhijit、Das, Neel(2006)。The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions。Journal of Advertising，35(2)，17-31。
15.	Tripp, C.、Jensen, T. D.、Carlson, L.(1994)。The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitude and Intentions。Journal of Consumer Research，20(4)，535-547。
16.	Jain, S. P.、Posavac, S. S.(2001)。Prepurchase Attribute Verifiability, Source Credibility, and Persuasion。Journal of Consumer Psychology，11(3)，169-180。
17.	Batra, Rajeev、Homer, Pamela Miles(2004)。The situational impact of brand image beliefs。Journal of Consumer Psychology，14(3)，318-330。
18.	Koernig, S. K.、Page, A. L.(2002)。What if your dentist looked like Tom cruise? applying the match-up hypothesis to a service encounter。Psychology and Marketing，19(1)，91-110。
19.	Goldsmith, R. E.、Lafferty, B. A.、Newell, S. J.(2000)。The impact of corporate credibility and celebrity credibility of consumer reactions to advertisements and brands。Journal of Advertising，29(3)，43-54。
20.	Misra, S.、Beatty, S. E.(1990)。Celebrity spokesperson and brand congruence: An assessment of recall and affect。Journal of Business Research，21(2)，159-173。
21.	Parekh, H.、Kanekar, S.(1994)。The Physical Attractiveness Stereotype in A Consumer-Related Situation。Journal of Social Psychology，134(3)，297-300。
22.	Xing, X.、Chalip, L.(2006)。Effects of hosting a sport event on destination brand: a test of cobranding and match-up models。Sport Management Review，9(1)，49-78。
23.	Bower, A. B.、Landreth, S.(2001)。Is Beauty Best? Highly versus Normally Attractive Models in Advertising。Journal of Advertising，30(1)，1-12。
24.	McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。
25.	Mcdaniel, S. R.(1999)。An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas。Psychology and Marketing，16(2)，163-184。
26.	Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。
27.	Kamins, Michael A.(1990)。An Investigation into the "Match-Up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep。Journal of Advertising，19(1)，4-13。
28.	Kahle, Lynn R.、Homer, Pamela M.(1985)。Physical attractiveness of the celebrity endorser: A social adaptation perspective。Journal of Consumer Research，11(4)，954-961。
29.	Till, Brian D.、Busler, Michael(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。
30.	Hovland, C. I.、Weiss, W.(1951)。The influence of source credibility on communication effectiveness。Public opinion quarterly，15(4)，635-650。
31.	Erdogan, B. Zafer(1999)。Celebrity endorsement: A literature review。Journal of Marketing Management，15(4)，291-314。
32.	Ohanian, Roobina(1990)。Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness。Journal of Advertising，19(3)，39-52。
33.	Lafferty, Barbara A.、Goldsmith, Ronald E.(1999)。Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad。Journal of Business Research，44(2)，109-116。
34.	Pornpitakpan, C.(2003)。“The Effect of Celebrity Endorsers’ Perceived Credibility on Product Purchase Intention: The Case of Singaporeans”。Journal of International Consumer Marketing，16(2)，55-74。
35.	Till, B. D.、Stanley, S. M.、Priluck, R.(2008)。Classical Conditioning and Celebrity Endorsers: An Examination of Belongingness and Resistance to Extinction。Psychology and Marketing，25(2)，179-196。
36.	Fink, J. S.、Cunningham, G. B.、Kensicki, L. J.(2004)。Using athletes as endorsers to sell women’s sport: Attractiveness versus expertise。Journal of Sport Management，15(4)，350-367。
37.	Koernig, S. K.、Boyd, T. C.(2009)。To catch a Tiger or let him go: The match-up effect and athlete endorsers for sport and non-sport brands。Sport Marketing Quarterly，18(1)，25-37。
38.	Lee, H.、Cho, C.(2009)。The matching effect of brand and sporting event personality: sponsorship implications。Journal of Sport Management，23(1)，41-64。

其他
1.	DiCarlo, L.(2005)。With Tiger Woods, it’s Nike, Nike everywhere，http://www.msnbc.msn.com/id/4554944， 2006/08/31。
2.	NOW news(2009)。Chien-Ming Wang hits over $ 10 millions for a new cell phone from Acer.，http://www.nownews.com/2009/05/06/11520-2446930.htm， 2009/05/06。

圖書論文
1.	Mowen, J. C.、Brown, S. W.、Schulman, M.(1979)。Theoretical and empirical extensions of endorser effectiveness。AMA Educators’ Conference Proceedings。Chicago：American Marketing Association。

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