...Rodney C. Runyan; Karen E. Lear; Rodney C. Runyan; William H. Whitaker Purpose The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research...

...Rodney C. Runyan; Darin W. White; Lucretia Goddard; Nick Wilbur Purpose The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse...

... sports celebrities on purchase intention for fair‐trade coffee in a campus convenience store. Design/methodology/approach A survey of 100 college students at a mid‐western asked them to rate two campus sports celebrities on attractiveness, expertise, and trustworthiness and the relationship...