The effect of personal scandal on celebrity athletes and male shoppers' purchase intentions and attitude favourability
The purpose of this study was to test the impact of negative media portrayal (reputation) about athlete endorsers on male consumers' purchase intentions and attitude favourability towards high- or low-involvement products. Online surveys were distributed to a midwestern university,
and 196 surveys were analysed. Male participants were exposed to photographs of popular advertisements featuring athlete endorsers, some associated with personal scandals and some not. Reactions towards the products and athletes were compared. The analysis suggested that purchase intention
was affected by reputation for high-involvement products; reputation was not an accurate predictor of consumer attitude towards high- or low-involvement products. Athletes involved in scandals remained effective as endorsers for low-involvement products, whereas athletes with positive reputations
succeeded when promoting high-involvement products. By focusing on the opinions and attitudes of only male consumers towards athlete endorsers, the paper extends the data available regarding purchase intention habits for researchers and marketers aiming their products towards males. The study
provided implications that personal scandal did not predict consumer attitude towards the products when involvement varied.
Keywords: ATTITUDE; CONSUMER INTENTION TO BUY; ENDORSEMENT; REPUTATION; SCANDAL
Document Type: Research Article
Publication date: 01 December 2014
- From 2022, the home of readable radical research. Focussing on the fields of marketing, branding and customer/consumer behaviour, jcb publishes poems, short stories, opinion pieces and articles with attitude.
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