What does this research mean for the field?

In high-involvement, performance-driven contexts, advertising credibility mediates consumer responses, with congruent expert-rational pairings maximizing persuasive effectiveness over celebrity or humorous appeals. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To examine how combinations of endorser type (celebrity vs. expert) and advertising appeal (humorous vs. rational) influence advertising credibility, brand recall, brand attitude, and purchase intentions for high-involvement golf equipment.

September 8, 2026Sport Business and Management An International Journal

Matching message and messenger: how endorser type and appeal shape advertising credibility and consumer responses in golf advertising

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Authors

JBJuozapas Budrikis DVDominyka Venciūtė RFRuta Fontes

Discussion

Member takes

Overview

Factorial experiment demonstrates advertising credibility mediates endorser and message effects in active golfers, indicating matching experts with rational claims optimizes persuasion.

Key Points

To examine how combinations of endorser type (celebrity vs. expert) and advertising appeal (humorous vs. rational) influence advertising credibility, brand recall, brand attitude, and purchase intentions for high-involvement golf equipment.
Conducted a 2 × 2 between-subjects experimental design involving 177 active golfers.
Assessed direct, interactive, mediating, and moderated mediating effects across cognitive (brand recall), affective (brand attitude), and behavioral (purchase intention) measures.
Endorser type and message appeal exhibited no significant direct effects on brand recall, brand attitude, or purchase intention.
Advertising credibility significantly mediated consumer responses, with persuasive effectiveness maximized when endorser type and appeal were congruent.
Expert endorsers paired with rational appeals significantly outperformed all other pairings in generating credibility and indirect persuasion.

Cite This Study

Budrikis et al. (2026) studied this question.

synapsesocial.com/papers/6a9fd7c658e84d0ff5b46c13 https://doi.org/10.1108/sbm-01-2026-0002

View Full Paper

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September 8, 2026Sport Business and Management An International Journal

Matching message and messenger: how endorser type and appeal shape advertising credibility and consumer responses in golf advertising

View Full Paper

Ask AI

Bookmark

Authors

JBJuozapas Budrikis DVDominyka Venciūtė RFRuta Fontes

Discussion

Member takes

Overview

Factorial experiment demonstrates advertising credibility mediates endorser and message effects in active golfers, indicating matching experts with rational claims optimizes persuasion.

Key Points

To examine how combinations of endorser type (celebrity vs. expert) and advertising appeal (humorous vs. rational) influence advertising credibility, brand recall, brand attitude, and purchase intentions for high-involvement golf equipment.
Conducted a 2 × 2 between-subjects experimental design involving 177 active golfers.
Assessed direct, interactive, mediating, and moderated mediating effects across cognitive (brand recall), affective (brand attitude), and behavioral (purchase intention) measures.
Endorser type and message appeal exhibited no significant direct effects on brand recall, brand attitude, or purchase intention.
Advertising credibility significantly mediated consumer responses, with persuasive effectiveness maximized when endorser type and appeal were congruent.
Expert endorsers paired with rational appeals significantly outperformed all other pairings in generating credibility and indirect persuasion.

Cite This Study

Budrikis et al. (2026) studied this question.

synapsesocial.com/papers/6a9fd7c658e84d0ff5b46c13 https://doi.org/10.1108/sbm-01-2026-0002

View Full Paper

Ask AI

Bookmark