Delineating the role of endorser's perceived qualities and consumer characteristics on celebrity endorsement effectiveness

This study examines the influence of both endorser's credibility qualities, such as expertise and trustworthiness, and consumers' characteristics, such as gender and team identification, on endorsement effectiveness expressed as purchase intentions. A survey quasi-experimental research design was used in the context of sports celebrity endorsements. Data were collected from 289 respondents via a convenience sample. The findings indicated gender differences only on team identification and not on endorsers' perceived qualities or on endorsement effectiveness. Team identification differences had a significant impact on purchase intentions while marginally affected athletes' credibility. Of the two examined elements of credibility, trustworthiness constitutes a significant differentiation factor for purchase intentions. The study provides several theoretical and practical implications.