... the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker. Design/methodology/approach Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story...

... no significant moderating effect of celebrity endorser-product fit and purchase intention, whereas athlete endorser-product fit enhanced consumers’ purchase intentions in low product involvement scenarios. In high product involvement scenarios, a moderating relationship between endorser-product fit and purchase...

... advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement. celebrity endorsement sports product match-up hypothesis product involvement © 2014...