An extended source attractiveness model: the advertising effectiveness of distinct athlete endorser attractiveness types and its contextual variation

Research question According to past research, the effectiveness of athlete endorsements of advertised products is low on average and strongly depends on the context. This article extends the source attractiveness model to examine two research questions: (1) How do multiple unexplored types of an athlete endorser’s attractiveness affect customer equity drivers? (2) How do these effects vary by the fit of an athlete endorser with the endorsed...