CelebrityEndorsements：AnExaminationofGenderandConsumersAttitudes
Celebrityendorsementshavelongbeenusedasasourceofmarketingmessagestopromoteawidevarietyofproductsandservices.Companieshavebeenspendinghugeamountsofmoneytohaveathletesandothercelebritiesendorsebothsportsandnon-sportsproducts.Celebrityimagescanbefoundinprint，radio，andapproximately20percentofalltelevisioncommercials.Withinarelativelyshorttime，theamountofmoneyspentonathletesinadvertisinghasskyrocketed.In1986，companiespaidapproximately$100millionforendorsements，licensingrights，andadvertising.Tenyearslater，thatamounthadrisentomorethan$1billion，asathleteendorsementexpenditureshavehoveredaround$1billiondollarsannuallyforthepasttenyears.
TheactionsofathleticproductsmanufacturerNikeunderscoresthenatureofspendingonathleteendorsements.Duringaneight-monthperiodin2004，Nikeinvested$192millioninendorsementdealswithNationalBasketballAssociationrookiesLebronJamesandCarmelloAnthony；NBAstarKobeBryant；tennisstarSerenaWilliams；14-yearoldU.S.soccertalentFreddyAdu；andCanadianworldchampionhurdlerPerditaFelicien.Theseweredealswithinaneight-monthtimeframeanddidnottakeintoaccountexistingdealswithgolferTigerWoods，NationalFootballLeagueplayerMichaelVick，MajorLeagueBaseballsDerekJeter，tracksMarionJones，andsoccersMiaHamm.
Asaresultofthepervasivenessofcelebrityendorsementinadvertising，muchhasbeenstudiedandwrittenaboutthisphenomenonoverthepastseveralyears.Thestudieshaveexploredanumberofissuesrelatedtosuchfactorsastherelativeeffectivenessofcelebrityendorsersinadvertising，thefactorsthatimpactconsumerresponsetocelebrityendorsers，and，morerecently，theconsequencesofnegativeinformationorpublicitysurroundingacelebrityendorser.TheintroductoryquotefromPeetz，Parks，andSpencerencapsulatesthereasonsthatmarketershavebeenusingcelebritiesasendorsers，whileJonesandSchumannunderscorethatthereisahighpricetagattachedtothisendeavor.
Althoughtheuseofathletesasendorsersandtheamountofmoneyspentontheseendorsersisincreasing，therestillremainsmuchtobelearnedabouthowconsumersperceiveathleteendorsersandthevariablesthatinfluenceendorsereffectiveness.Morespecifically，weknowlittleabouttheimpactofgenderbothgenderoftheconsumerandgenderoftheendorseronconsumersattitudesandperceptions.Thestudyseekstodeterminewhetherthegenderoftheconsumerwhoisexposedtoacelebrityendorsementwillimpacthowthatconsumerviewsamaleorfemalecelebrityendorser.Thepaperisorganizedasfollows：First，backgroundinformationoncelebrityendorsementispresentedandtestablehypothesesaredeveloped.Wethenprovidedetailsofanexperimentalstudythatwasundertakentotestthesehypotheses.Theresultsoftheexperimentarepresentedandthesefindingsarediscussed.Finally，thestudyslimitationsarehighlightedandavenuesforfutureresearcharesuggested.
Asaresultofthepervasivenessofcelebrityendorsementinadvertising，muchhasbeenstudiedandwrittenaboutthisphenomenonoverthepastseveralyears.
Lookatthefollowingstatementsandthelistofresearchersbelow.
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1.Thecausesthatmanylargecorporationshavebeenemployingsomefamouspeopleinsocietytoadvertisetheirproductswerequotedintheintroductorypart.
2.Therecanbemanyfamouspeoplesimagesinarangeofmedialikeradiosortelevision.
3.Thetop-rankingsportsmenendorsementexpenditureshavebeenconstantlysoaredtoover$1billionduringthepastdecade