University of Illinois Urbana-Champaign

A comprehensive framework for understanding celebrity athlete endorsement

Hong, Sungjai

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https://hdl.handle.net/2142/129575

Description

Title
A comprehensive framework for understanding celebrity athlete endorsement
Author(s)
Hong, Sungjai
Issue Date
2025-04-30
Director of Research (if dissertation) or Advisor (if thesis)
Sato, Mikihiro
Doctoral Committee Chair(s)
Sato, Mikihiro
Committee Member(s)
  • Rindfleisch, Aric
  • Stodolska, Monika
  • Zou, Sharon
Department of Study
Recreation, Sport and Tourism
Discipline
Recreation, Sport, and Tourism
Degree Granting Institution
University of Illinois Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Celebrity athlete endorsement, source characteristics, cognitive and emotional characteristics, marekting outcomes
Abstract
Celebrity athlete endorsement has become a prominent marketing tactic that is used by multiple corporations around the world. Sport management research has demonstrated the effectiveness of celebrity athlete endorsement strategies; however, limited studies have examined the celebrity athlete endorsement process in a holistic framework. Drawing from the four celebrity endorsement theories—source credibility theory, source attractiveness theory, meaning transfer model, and match-up hypothesis theory—this dissertation developed a theoretical framework to understand the celebrity athlete endorsement process from a comprehensive perspective. Including the celebrity athlete’s source characteristics, the theoretical framework also integrated the consumer’s cognitive and emotional characteristics and cultural orientation that could influence the celebrity athlete endorsement process. This dissertation adopted a multi-study approach, using a survey design (Study 1) and an experimental design (Study 2) to understand the proposed theoretical framework. The findings from Study 1 supported that not only the celebrity athlete’s source characteristics generate positive marketing outcomes, such as brand attitude, perceived quality, but the consumer’s cognitive and emotional characteristics also were an important factor. The findings from Study 2 indicated that the consumer’s cultural orientation can come into effect and secure beneficial marketing outcomes (i.e., brand attitude, purchase intention). The findings of dissertation suggested that multiple factors in the celebrity athlete endorsement process need to be considered to secure maximum marketing benefits. This dissertation provided significant theoretical and managerial insights that contributed to the sport marketing and management literature.
Graduation Semester
2025-05
Type of Resource
Thesis
Handle URL
https://hdl.handle.net/2142/129575
Copyright and License Information
n/a

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