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The Impact of the Image Repair Process on Athlete-Endorsement Effectiveness

This study seeks to build on the body of knowledge surrounding athlete endorsement by examining the impact of Benoit’s image repair strategies on endorser trustworthiness, attitudes toward a brand, and purchase intention. An experiment was designed to test participants’ reactions to a statement made by an athlete that responded to a transgression using one of five selected image repair strategies. Results showed that while the strategies of mortification and evading responsibility were effective in improving trustworthiness, none of the strategies were more effective than the others in improving brand attitude or purchase intention.