n African Journal for Physical Health Education, Recreation and Dance - Finding empirical synergy between athlete-endorser brand-fit, brand association and brand purchase intentions management - : sport management

Volume 21 Number 1.1
  • ISSN : 1117-4315


Athlete celebrity endorsement advertising has been recognised as a common feature of modern day marketing, and has been increasing exponentially over the past two decades, becoming a popular advertising mechanism in today's global marketplace. This study examined the relationship between athlete-endorser brand-fit with brand association and brand purchase intentions amongst a cohort of university students. The study is located within a quantitative research paradigm, thus allowing the testing of relationships among the various constructs through a confirmatory and structural equations modelling. The sample consisted of 226 university students based in Gauteng Province, South Africa. Athlete-endorser brand fit showed strong positive relationships with brand association. A strong positive relationship between brand association and brand purchase intentions was observed. South African companies should continue to make use of athlete celebrity endorsers as they create brand association through emotional bonding and purchase intentions of the advertised brand. Significant purchases may materialise through positive association with the brand that is advertised by an athlete-endorser.

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