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Evaluating New Zealand sports stars as celebrity endorsers : intriguing results

Garland, Ron and Ferkins, Lesley 2003, Evaluating New Zealand sports stars as celebrity endorsers : intriguing results, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, University of South Australia, Adelaide, S. A., pp. 122-129.

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Title Evaluating New Zealand sports stars as celebrity endorsers : intriguing results
Author(s) Garland, Ron
Ferkins, Lesley
Conference name Australian and New Zealand Marketing Academy Conference (2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 122
End page 129
Publisher University of South Australia
Place of publication Adelaide, S. A.
Keyword(s) Celebrity athlete endorsement
Summary Celebrity athlete endorsement of products and services has become prominent in the promotional mixes of New Zealand companies and organisations. For years advertisers and researchers have pondered how successful celebrity athlete endorsement really works. Most suggest some form of transfer of positive images takes place between celebrity and the product or service they are endorsing and source-credibility models have become the preferred research design. The overall objective of this research was to assist sport marketing managers and their advertising agencies in matching celebrities with products and services. An ancillary objective was to compare results obtained from multiple-item and single-item scales. An exploratory study with tertiary students was conducted, using both Ohanian’s (1990) 15 item source-credibility scale and two single-item measures to examine potential “endorsement fit” for four New Zealand sporting heroes. They were Bernice Mene (recently retired national netball team captain), Dean Barker (America’s Cup yachting defender’s helmsman), Mandy Smith (recently retired national women’s hockey team star) and Justin Marshall (All Black rugby’s most capped halfback), all of whom were adjudged by students as physically attractive sports stars. The product reported here against which these athletes were scored was an isotonic sports drink. Results were mixed; the Ohanian source-credibility scale yielded selection of different celebrity athletes to the single-item measures. The research results show that matching celebrities to products for potential endorsement opportunities is a complex issue, leaving scope for judgement and intuition alongside quantification. Still unresolved is the question of multiple-item measures versus single-item measures in advertising and service research.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9780868039831
0868039837
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2003, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30020954

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.