アスリートによるエンドースメントの概念の検討

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のぶあきいしなみ
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1 Toward an Understanding of Athlete Endorsement Abstract The use of famous athletes in advertisement by companies for promoting products is especially widespread. These athletes are not the only endorsers, rather, people who make agreements with companies and promote products in advertisements are also called endorsers. It is said that companies use many athletes as endorsers because they expect to accomplish a number of marketing objectives, such as capturing consumers attention, building a positive image of a product, and increasing consumers purchase intentions. However, a focus on the concept of endorsement by athletes alone has not been clarified yet. The purpose of this paper is to discuss and clarify athlete endorsement from several points of view. To do so, this paper will first examine the definition of athlete endorsement, and then review how athletes influence consumers purchase behaviors as endorsers. Finally, it will consider the unique features of athlete endorsement towards the end of the paper. Key words: endorsement, purchase behaviors, celebrity Address Correspondence to: Yoshifumi Bizen, Tenri University, Faculty of Budo & Sport Studies 80 Tainosyo, Tenri, Nara, , Japan y-bizen@sta.tenri-u.ac.jp

2 CM CM Win-Win endorsement endorser endorser

3 ambassador McCracken 1989 the celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement a consumer good endorsement CM Stotlar, 2005

4 source trustworthiness expertise source credibility Hovland et al., 1953; Ohanian, 1990 Griffin, 1967; Hovland et al., 1953 Ohanian, 1990 Goldsmith et al., 2000; Ohanian, 1991 Stevens, 2003 source attractiveness Baker and Churchill, 1977 Baker and Churchill, 1977; Joseph, 1982; Kahle and Pamela, 1985 Ohanian 1990 Ohanian 1990

5 消費者の購買行動 (Purchase behaviors) エンドーサーが発するメッセージの信憑性 (Credibility) エンドーサーの信頼性 (Trustworthiness) エンドーサーの専門性 (Expertise) エンドーサーの身体的な魅力 (Physical attractiveness) ( エンドーサーの特性 ) Pornpitakpan, 2003 Erdogan, 1999; McCraken, 1989 McCraken 1989 Meaning transfer theory

6 McCracken, 1989 Friedman and Friedman 1979 celebrity CEO expert typical consumer Choi and Rifon, 2007; Lafferty and Goldsmith, 1999; Till et al., 2008 typical consumer congruence Kamins, 1990; Misra and Beatty, 1990 Kim and Na, 2007; Peetz et al., 2004: Silvera and Austad, 2004; Simmers et al., 2009; Seno and Lukas, 2007 Match-up hypothesis Meaning transfer theory

7 Kim and Na, 2007; Liu et al., 2007; Till and Busler, 2000 Charbonneau and Garland, 2005; Shanklin and Miciak, 1996 Friedman and Friedman, 1979; Kamins, 1989; Martin, 1996; McCraken, 1989 reference group Bush et al. 2005

8 Goldsmith et al., 2000 Frewer et al., 2002

9 Biswas et al., 2006 Friedman and Friedman 1979 celebrity

10 芸能人アスリートテレビやラジオの娯楽番組等に職業的に出演する人職業としてスポーツをする人スポーツで活躍することによりメディアに取り上げられ芸能活動を行うアスリート有名人政治家文化人等の著名な人物芸能人アスリートテレビやラジオの娯楽番組等に職業的に出演する人職業としてスポーツをする人スポーツで活躍することによりメディアに取り上げられ芸能活動を行うアスリート有名人政治家文化人等の著名な人物

11 product goods CM Ohanian (1990) dependablehonest reliablesinceretrustworthy expert experiencedknowledgeablequalifiedskilled attractiveclassybeautiful elegantsexy AC 2011, February Available from AC Japan web site act/. Baker, M. J., and Gilbert, C. (1977) The impact of physical attractive models on advertising evaluations. Journal of Marketing Research, 14: Biswas,D.,Biswas, A., and Das,N. (2006) The differential effects of celebrity and expert endorser risk perceptions: The role of consumer knowledge,perceived congruency, and product technology orientation, Journal of Advertising, 35(2): Bush, V. D., Bush A.J., Clark P. and Bush R.P. (2005) Girl power and word-of-mouth behavior in the flourishing sports market, Journal of Consumer Marketing, 22: Charbonneau, J. and Garland, R. (2005) Talent, looks or brains? New Zealand advertising practitioners views on celebrity and athlete endorsers, Marketing Bulletin, 16: Choi, S.M., and Rifon, N.J. (2007) Who is celebrity in advertising? Understanding dimensions of celebrity images. The Journal of Popular Culture, 40: Erdogan, B.Z. (1999) Celebrity endorsement: A literature review. Journal of Marketing Management, 15: Frewer,L.J.,Miles,S.,Brennan,M., Ness,M. and Ritson,C. (2002) Public preferences for informed choice under conditions of risk uncertainty, 14: Friedman, H.H., and Friedman, L. (1979) Endorser effectiveness by product type. Journal of Advertising Research, 19 (October/November): Goldsmith, R.E., Lafferty, B.A., and Newell, S.J. (2000) The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3): Griffin, K. (1967) The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68: Hovland, C.I., Janis, L.I., and Kelly, H.H. (1953) Communication and persuasion. Yale University Press: New Haven, CT, USA. Joseph, W. B. (1982) The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3):

12 Kahle, L.R., and Pamela, M.H. (1985) Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11: Kamins, M. A. (1989) Celebrity and non-celebrity advertising in a two-sided context. Journal of Advertising Research, 29(3): Kamins, M.A. (1990) An investigation into the matchup hypothesis in celebrity advertising: When beauty may only be skin-deep. Journal of Advertising, 19: Kim, Y.J., and Na, J.H. (2007) Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence, International Journal of Sports Marketing and Sponsorship, 8(4): Lafferty B.A., and Goldsmith, R.E. (1999) Corporate credibility s role in consumers attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad, Journal of Business Research, 44: Liu, M.T., Huang, Y.Y., and Minghua, F. (2007) Relations among attractiveness of endorsers, matchup, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24: Martin, J. H. (1996) Is the athlete s sport important when picking an athlete to endorser a non-sport product?. Journal of Consumer Marketing, 13(November/ December): McCraken, G. (1989) Who is the celebrity endorser?: Cultural foundation of the endorsement process. Journal of Consumer Research, 16: Misra, S. and Beatty, E. S. (1990) Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21: Ohanian, R. (1990) Construction and validation of a scale to measure celebrity endorsers perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19(3): Ohanian, R. (1991) The impact of celebrity spokesperson s perceived image on consumers intention to purchase. Journal of Advertising Research, 31(1): Peetz, T.B., Parks J.B., and Spencer, N.E., (2004) Sport heroes as sport product endorsers: the role of gender in the transfer of meaning process for selected undergraduate students, Sport Marketing Quarterly, 13(3): Pornpitakpan, C. (2003) Validation of the celebrity endorser s perceived credibility scale: Evidence from Asias, Journal of Marketing Management, 19: Seno, D., and Lukas, B.A. (2007) The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective, European Journal of Marketing, 41(1): Shanklin, W.L., and Miciak, A.R., (1996) Selecting sports personalities as celebrity endorsers, Journal of Promotion Management, 4(1): Silvera, D.H., and Austad, B., (2004) Factors predicting the effectiveness of celebrity endorsement advertisements, European Journal of Marketing, 38: Simmers, C.S., and Damron-Martinez,D., and Haytko,D. L. (2009) Examining the effectiveness of athlete celebrity endorser characteristics and product brand type: The Endorser sexpertise continuum, Journal of Sport Administration & Supervision, 1(1): Stevens, A. J., Lathrop, H.A., and Bradish, L.C. (2003) Who is your hero? : Implications for athlete endorsement strategies, Sport Marketing Quarterly, 12(2): Stotlar, D.K., (2005) Individual Athlete Sponsorships. Developing successful sport sponsorship plans (2nd ed). Fitness Information Technology: Morgantown, WV, USA, pp Vol takiguchi/vol362-3_col_takiguchi.html Till, B.D., Stanley, S.M., and Priluck, R., (2008) Classical conditioning and Celebrity endorsers: An

13 Examination of belongingness and resistance to extinction, Psychology & Marketing, 25(2): Till, B.D., and Busler, M. (2000) The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3): 1-12.

Microsoft Word doc

Microsoft Word doc スポーツ選手の魅力が消費者の購買行動に与える影響 The Effects of Athlete Endorsers Attractiveness on Consumers Attitudes and Purchase Intentions 備前嘉文 1 原田宗彦 2 Yoshifumi Bizen 1, Munehiko Harada 2 1 早稲田大学大学院スポーツ科学研究科 2 早稲田大学スポーツ科学学術院