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Abstract
This research aims to identify athlete endorser brand archetypes and to understand the perceptions of these trait profiles in terms of credibility. Building upon Jung’s (1969) notion that archetypes are universal mental models, the study begins the preliminary stages of identifying and categorizing athlete endorser brand archetypes. By understanding brand archetypes, brand managers will be able to more effectively craft a brand narrative as part of their holistic marketing efforts. Exploratory factor analysis and confirmatory factor analysis identified two athlete endorser brand archetypes. A multivariate analysis of variances revealed that the identified archetypes displayed varying degrees of credibility, indicating perceived differences in the brand archetypes. The findings provide a framework to discuss athlete endorser brands in terms of brand archetypes in order to aid marketers with a comprehensive brand management plan for athlete endorsers.