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Keywords: Celebrity athletes
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Journal Articles
The world’s highest-paid athletes, product endorsement, and Twitter
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2017) 7 (3): 332–355.
Published: 10 July 2017
...Gashaw Abeza; Norm O’Reilly; Benoit Séguin; Ornella Nzindukiyimana Purpose The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model. Design/methodology/approach The study adopted a content...
