Heidi M. Parker
Janet S. Fink

Many companies use athlete endorsers to help promote brands and sell products, and athletes are paid considerably for allowing companies to marry the athlete’s image and persona with their products and/or services. Thus, understanding what makes an effective endorser is an important question. Grounded in source credibility and match-up hypothesis theory, this study examined how knowledge of an athlete’s prior arrest or knowledge about an athlete’s sexuality would impact perceived source credibility characteristics of attractiveness, trustworthiness, and expertise, as well as perceptions of...Read more