Purpose This study aims to examine how endorser type (athlete vs. entertainer), message type (expertise-based vs. relation-based) and cultural orientation (Western individualism vs. Eastern collectivism) shape attitudes toward endorsers and advertisements and how these attitudes influence purchase intention for sports drinks. Design/methodology/approach A 2 × 2 × 2 experimental design was conducted with 293 participants from the United States and South Korea. Findings Based on source credibility and construal level theories, the results show that endorser type and message type significantly affect attitudes and purchase intention, with effects moderated by cultural orientation. Athletes paired with expertise-based messages were more persuasive in Western contexts, whereas relation-based messages were more effective in Eastern contexts. Originality/value This study highlights the need for culturally aligned endorsement strategies that account for consumers' psychological and cultural orientations. It contributes to sports marketing by offering practical guidance for designing culturally resonant advertising campaigns.
Kim et al. (Fri,) studied this question.