... is the background of the ad provided by the vehicle carrying it, in transferring a celebrity athlete’s image. Findings The results indicate that the presentation of a celebrity athlete in an advertising context that is congruent with the professional expertise of the athlete enables the more effective transfer...

... with a sporting event was more effective in forming a positive attitude towards the sporting event when congruence was high. © 2012 by Winthrop Publications Limited 2012 licensed reuse rights only sporting events celebrities athletes endorsement conditioning Celebrity endorsement for sporting...

...Jan Charbonneau; Ron Garland Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising...