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Exploring the Curious Demand for Athletes With Controversial Images: A Review of Anti-Hero Product Endorsement Advertising

Rick Burton (University of Oregon, Eugene, Oregon, USA)
Francis John Farrelly (Monash University, Melbourne, Victoria, Australia)
Pascale G. Quester (School of Commerce, The University of Adelaide, SA 5005, Australia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2001

302

Abstract

The use of sport celebrities for product endorsements in marketing communications vehicles is not new but there is limited literature on the increasing use by contemporary corporations of athletes with questionable or “negative” reputations. This paper raises questions about a seemingly cyclical trend and suggests marketers may continue this activity despite consumer and journalistic criticism. An explanation of the behavioral response to a 'controversial' endorsers' image (relative to the perceptions held by a particular demographic segment) and the opportunity for that relationship to translate favorably for the associated brand, is also discussed.

Keywords

Citation

Burton, R., John Farrelly, F. and Quester, P.G. (2001), "Exploring the Curious Demand for Athletes With Controversial Images: A Review of Anti-Hero Product Endorsement Advertising", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 4, pp. 44-59. https://doi.org/10.1108/IJSMS-02-04-2001-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2000 by Winthrop Publications Limited

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