Female athlete endorsers: Determinants of effectiveness

In drawing from social role theory and the match-up hypothesis, the purpose of this study was to determine influential variables regarding the effectiveness of female athlete endorsers. A 2 (gender appropriate/gender inappropriate) × 2 (sport related product/non-sport related product) experiment was conducted with 296 participants from four different universities throughout the United States. Results indicated that type of sport had little effect on credibility measures. Further, the athlete's sport had no effect on athlete-product fit. The most important aspect relative to purchase intentions was the product being endorsed, not the sport in which the athlete competed. Results are discussed in terms of practical implications and theoretical considerations.

Research highlights► Experimental study based on social role theory and match up hypothesis. ► Examined sport played and product endorsed on female athlete endorser effectiveness. ► Female athletes in gender inappropriate sports perceived as slightly less attractive. ► Sport played had no impact on perceptions of trustworthiness, expertise, or fit. ► Results suggest changing gender norms regarding female athletes and endorsements.