JIITA, vol.4 no.4, 2020, pp.391-396, DOI: 10.22664/ISITA.2020.4.4.391
Byeonggwan Lee 1) , Changmo Cho 2) , Hwansuk Choi 3,*)
1) Department of Marketing, Indiana university, Indiana, USA
2) Physical Education, Keimyung university, Daegu, Korea
3) Sport & Leisure Studies, Keimyung university, Daegu, Korea
Abstract: The paper examined the endorsement effectiveness by investigating the relationship between endorsers’ performance and the endorsing firms’ market share. Using data compiled through Mergent, COMPUSTAT, ESPN, World Golf, and SBR.net, the research gathered 11 years of data (2004-2015) on 6 major golf equipment manufacturers. The research adopted both fixed effects and fixed effect two-stage least square with robust standard-error. The research used endorsers’ earning/event as a measure of endorsers’ performance and tested the effects of endorsers’ performance on the endorsing firm’s current and future market share. The research found that the endorsers’ performance had a significant and positive effect on the endorsing firm’s future market share. However, the research could not find the contemporaneous effect of endorsers’ performance.
Keyword: Endorsement; Golf; Industry
Fullpaper: