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Abstract Purpose The objectives of this study were two folds: 1) to examine the perception of fit between famous athlete endorser and sport-related product versus non-sport related product, and 2) to examine the effects of perceived fit on purchase intention among Thai consumers. Methods A posttest-only experimental design was employed to answer research objectives. Subjects (n = 100) in this study were Chulalonkorn University undergraduate students. They were randomly assigned into two groups. Two fictitious advertisements in which both using the same athlete endorser but different product types were used. Independent sample t-test and simple linear regression were employed to test hypotheses. Results According to hypothesis test, subjects participating in the first condition (Mean = 5.26), the athlete endorser related to sport products, had a perceived fit more than the second condition (Mean = 3), the athlete endorser not associated with sport products. Results showed that the level of perceived fit was significantly higher for athlete endorser and sport-related product. Moreover, perceived fit significantly and positively affects purchase intention. Conclusion The perceived fit between endorsers and products of participants were different significantly. Participants had a perceived fit in the athlete endorser related in sports products more than non-related sports products, and purchase intention of participants was as same as endorser related to products.
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