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MILWAUKEE (AP) -- Wisconsin Republicans endorsed Ron Johnson in the U.S. Senate race Sunday after the Oshkosh businessman delivered a fiery speech in which he said it was time to end what he believes is the nation's culture of entitlement.

Johnson defeated Madison-area developer Terrence Wall in the second of two rounds of delegate voting at the Republican Party of Wisconsin's convention in Milwaukee.

Johnson won 64 percent of the vote, while Wall captured 18 percent. Another 18 percent voted to endorse no one.

"I'm extremely humbled and surprised," Johnson said. "I'm gratified that my message of our concern over what's happening in this country resonated and that people supported it."

A third candidate, Watertown businessman Dave Westlake didn't score well enough on the first ballot to qualify for the second.

The fourth candidate, former state Commerce Secretary Dick Leinenkugel, effectively dropped out of the race earlier Sunday in a surprise move that seemed to catch the hundreds of delegates off-guard. Many gasped as he said now is not his time to run, and that he was throwing his support behind Johnson.

"Perhaps my time will come later," he told the audience somberly. "But it is too critical, too important at this time in our history, that we unite in the goal of defeating (Democratic incumbent ) Russ Feingold."

Leinenkugel wasn't seen immediately afterward, and he didn't immediately return a cell phone message seeking comment.

Johnson spoke moments after Leinenkugel's stunning announcement. He didn't mention his rival by name but said every vote he can get is vital.

"We will appreciate all the support we can get," Johnson said.

Sunday's decision has no effect on the ballot. All three candidates will remain on the Sept. 14 primary, and both Wall and Westlake said they are committed to staying in the race.

The party endorsement gives Johnson access to money, volunteers, voter and donor lists, and other party resources to bolster his campaign.

Johnson, Westlake and Wall have been frequent attendees at tea party rallies across the state. They're all new to statewide politics.

Wall campaign manager Ryan Murray said Johnson is still "an unknown quantity" and faces an uphill battle introducing himself to voters.

"Terrence has been engaged in the political arena for years," Murray said. "... I think he would question where's Ron Johnson been the last six months."

Wall used his 10-minute speech to introduce what he called the Patriot's Bill of Rights. He listed 10 tenets that included pushing for amendments requiring a balanced budget, line-item veto and term limits.

Westlake said he viewed the Johnson endorsement not as a reason to quit but as a wake-up call to fight harder.

"All the people who have invested in the message of the movement, about duty and honor, I'd be doing them a disservice" by stepping down, he said.

Even Johnson's campaign was blindsided by Leinenkugel's comment in which the former beer mogul didn't specifically say he was quitting but left no doubt that his campaign was over. Darrin Schmitz, a spokesman for Johnson's campaign, said Leinenkugel only told Johnson of his decision moments before Leinenkugel took the stage.

"We were all surprised," Schmitz said.

Leinenkugel's brief campaign never really got off the ground. He served 19 months as the state's commerce secretary in the administration of Democratic Gov. Jim Doyle. That left some Republicans wary of Leinenkugel's conservative credentials.

Wall's campaign seized on Leinenkugel's association with the Doyle campaign, suggesting Johnson was tainted by the endorsement.

Johnson told reporters he was happy to receive the support of any voters. He said his campaign had nothing to do with the Leinenkugel endorsement.

He also pledged to run a smear-free campaign through the primary that relies on a message of record and character.

Johnson is the president of Pacur, a private company that makes plastic packaging materials and has over 100 employees. He wouldn't say how much of his personal money he was willing to invest in his campaign and said he plans to raise funds aggressively.

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Online:

Ron Johnson: http://www.ronjohnsonforsenate.com

Terrence Wall: http://terrencewall.com

Dave Westlake: http://www.davewestlake.org

Dick Leinenkugel: http://leinenkugelforsenate.com

Russ Feingold: http://www.russfeingold.org

(Copyright 2010 by The Associated Press. All Rights Reserved.)