Heroes in sport: assessing celebrity endorser effectiveness
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2007
Abstract
The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners have long questioned the means by which celebrity 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 for the athlete.
Keywords
Citation
Shuart, J. (2007), "Heroes in sport: assessing celebrity endorser effectiveness", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 2, pp. 11-25. https://doi.org/10.1108/IJSMS-08-02-2007-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2007 by Winthrop Publications Limited