Celebrity endorsement for sporting events using classical conditioning
Journal
International Journal of Sports Marketing and Sponsorship
Journal Volume
13
Journal Issue
3
Date Issued
2012-01-01
Author(s)
Abstract
This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent with a sporting event leads to a stronger conditioning effect. The results demonstrate that individuals exposed to the systematic pairing of a sporting event with a celebrity did develop a more favourable attitude towards the event than individuals in the control condition. Moreover, the pairing of a celebrity with a sporting event was more effective in forming a positive attitude towards the sporting event when congruence was high. © 2012 International Marketing Reports.
Subjects
Athletes | Celebrities | Conditioning | Endorsement | Sporting events
Type
journal article