Celebrity endorsement for sporting events using classical conditioning
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2012
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.
Keywords
Citation
Chen, C.-Y., Lin, Y.-H. and Claussen, C.L. (2012), "Celebrity endorsement for sporting events using classical conditioning", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 3, pp. 46-56. https://doi.org/10.1108/IJSMS-13-03-2012-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2012 by Winthrop Publications Limited