How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China

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	How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China
	Liu, T. C.; Shi, G.; Wong, I. ; Hefel, A.; Chen, C.
	2010-04-01
Source Publication	Journal of International Consumer Marketing
ISSN	0896-1530
Pages	169-181 (Scopus)
Abstract	This research used an experimental method (with 12 different scenarios) to investigate the relationship among the physical attractiveness of female athlete endorsers, endorser–product match-up, and consumers’ purchase intention in the context of China. It is certain that highly attractive endorsers work better than less-attractive endorsers. In terms of generation of purchase intention, there is no difference between a middle-attractive female athlete endorser and a low-attractive one under low match-up conditions. The normal attractive-level female athlete endorser works only in a high matchup condition. The results show that female athlete endorsers’ attractiveness could affect consumers’ purchase intentions more significantly than the match-up factor in China. The findings not only compare the strength between attractiveness and match-up, but also extend traditional endorser theories farther by examining a middle-level attractiveness measurement as this research digs into the effect of amiddleattractive female endorser. Besides theoretical implications, practical suggestions were given based on the discussion on research findings and traditional Chinese cultural influences.
Keyword	Female athlete endorser physical attractiveness match-up purchase intention
Language	英語English
The Source to Article	PB_Publication
PUB ID	4998
Document Type	Journal article
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Liu, T. C.,Shi, G.,Wong, I. ,et al. How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China[J]. Journal of International Consumer Marketing, 2010, 169-181 (Scopus).
APA	Liu, T. C.., Shi, G.., Wong, I. ., Hefel, A.., & Chen, C. (2010). How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China. Journal of International Consumer Marketing, 169-181 (Scopus).
MLA	Liu, T. C.,et al."How Physical Attractiveness and Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China".Journal of International Consumer Marketing (2010):169-181 (Scopus).

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