...Alcina Gaspar Ferreira; Cátia Fernandes Crespo; Cédric Mendes Purpose In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic...

...Daehwan Kim; Joon Sung Lee; Wonseok (Eric) Jang; Yong Jae Ko Purpose Marketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which...

...Woo-Young Lee; Youngjin Hur; Dae Yeon Kim; Christopher Brigham Purpose The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI). Design...

... image transfer and the advertising context in the sports marketing literature. In brand competition, wherein numerous brands exist side by side, companies seek to create brand images to differentiate themselves from other companies. In this regard, they often use celebrities as endorsers to make...

...Jung-Gyo Lee; Jaejin Park The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement...

...Chen-Yueh Chen; Yi-Hsiu Lin; Cathryn L. Claussen This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent...

...Simon C. Darnell; Robert Sparks This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that investigated how Canadian journalists covered Simon Whitfield's gold medal win in the inaugural men's...

... endorsement is measured and evaluated. Through the use of validated surveys among US students and the inauguration of the Celebrity-Hero Matrix (CHM), some of their questions are answered. Being labelled a 'heroic' athlete does, it seems, have tremendous power for marketers, and provides endorsement clout...

...Jan Charbonneau; Ron Garland Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility scale...