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Purpose: The objective of this study has two folds: to examine the perception of fit between famous athlete endorser and sport-related product versus non-sport related product and to examine the effects of perceived fit on purchase intention among Thai consumers.
Methods: A posttest-only design was completed on 100 currently undergrad students from Chulalongkorn University. The subjects were randomly assigned into two groups and underwent self-report questionnaires proved by experts. T-test and regression analysis 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 show that the level of perceived fit is 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. When reviewers and suggestions were in harmony, it would affect the purchase intention of participants as well, vice versa.
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