Unformatted text preview: athlete. This enabled them to form conclusions on how effectively different celebrities worked with different products. Results: From the results of the above described experiment the authors found that when the athlete and the product have a congruent fit the participants reacted much more favorably. Also more importantly is that the influence of the credibility and attractiveness of the athlete on the participants depends on the congruency of the athlete and the product. Discussion: According the authors the importance of this study is the relationship between celebrity congruency with both sport related and non-sport related products and the influence in which credibility and attractiveness. This study could be built upon by analyzing other factors that could have effect on the advertisements effectiveness....
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- Winter '08
- International Journal Of Sports Marketing & Sponsorship, celebrity athlete, non-sport related products, June-Hee Na