The effect of endorsement and congruence on banner ads on sports websites. Issue 3 (7th August 2017)

• Record Type: Journal Article
• Authors: Lee, Woo-Young; Hur, Youngjin; Kim, Dae Yeon; Brigham, Christopher
• Is Part Of: International journal of sports marketing & sponsorship. Volume 18:Issue 3(2017)
• Page Start: 263
• Page End: 280
• Publication Date: 2017-08-07
• Subjects: Attitude -- Endorsement -- Congruity -- Banner advertisement -- Future intention; Sports sponsorship -- Periodicals; Sports -- Marketing -- Periodicals; 659.1979605
• DOI: 10.1108/IJSMS-08-2017-096
• Languages: English
• ISSNs: 1464-6668

Abstract

Abstract : An examination of the effect of endorsement and congruence on banner ads in sports websites revealed that the participants with high congruity condition reported more positive advertising brand and higher consumers' future intentions than those with low or medium congruity. Abstract : Purpose: The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers' future intentions (FI). Design/methodology/approach: The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study ( n =40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects' cognitive ad responses (i.e. Aad, Abr, and FI). Findings: The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity. Originality/value: This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers' perceptions of advertising.