The researchers utilize social identity theory to investigate the effect that athlete endorsers have on both brand and team-related attitudes and intentions. As fans identify more strongly with an athlete, the more they intend to purchase the endorsed products. Additionally, a fan’s level of identification with an athlete is positively transferred to their attitude toward the team. The influence of athlete ID on team abandonment was fully mediated through attitude toward the team. However, fans who identified less with the athlete endorser were more likely to abandon the team’s market...Read more
