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Full-Text Articles in Sports Management
The Effect Of Endorser Credibility On Purchase Intention Based On Golf Products’ Attribute: Elaboration Likelihood Model Perspective. Golf Equipment Vs. Golf Apparel, Jongyeol Yoo
Graduate Theses and Dissertations
The purpose of the study is to examine the main features of a sport celebrity which make them credible as an endorser such that it influences the consumer’s purchase intention based on the products’ attributes. The study used a non-probability sample, a convenient sample method, limiting the generalization possibilities. A total of 401 surveys were collected for a golf apparel study while a total of 397 surveys were collected for a golf equipment study.
Findings of the golf apparel study indicated that trustworthiness, attitude toward advertisement, and involvement in golf positively influence on purchase intentions. On the other hand, attractiveness, …