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Article
Publication date: 1 July 2007

Yeung-Jo Kim and June-Hee Na

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants…

Abstract

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit between the celebrity athlete endorser and the endorsed product was congruent (vs incongruent; Experiment 1). Furthermore, participants in the high concept of congruence condition evaluated the endorsed product more favourably than those in the low concept of congruence condition only when the fit between the celebrity athlete endorser and the endorsed product was incongruent (Experiment 2).

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 12 September 2016

Kwame J.A. Agyemang and Antonio S. Williams

Central to the celebrity creation process is mass media communication and impression management (IM) behaviors of social actors. The emergence of social network sites…

Abstract

Purpose

Central to the celebrity creation process is mass media communication and impression management (IM) behaviors of social actors. The emergence of social network sites (SNSs) such as Twitter offers a platform for social actors to engage both of these means in efforts to manage their celebrity. The purpose of this paper is to contribute to the understanding of how celebrity athletes manage their celebrity status by investigating IM tactics employed by National Basketball Association (NBA) celebrities on Twitter.

Design/methodology/approach

A content analytic design was employed to examine the Twitter posts of the top ten most popular and influential NBA celebrity athletes (past and present) at the time of tweet acquisition.

Findings

The findings revealed the celebrity athletes used a variety of IM tactics to manage their celebrity. Defensive IM tactics (i.e. reactive measures taken) were used sparingly when compared to offensive IM tactics (i.e. proactive measures taken). Also, consistent with extant IM literature, the celebrity athletes utilized IM tactics in isolation as well as in combination.

Practical implications

The extant literature suggests that celebrities cultivate their relationships with the various media outlets with the potential to create (or even damage) one’s celebrity. This study offers celebrity athletes and their managers with useful insight on celebrity management.

Originality/value

This study is the first to examine IM in a sport business context, particularly the use of IM of athletes on SNSs.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 7 August 2017

Taehee Kim, Hyo Min Seo and Kyungro Chang

The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image.

Abstract

Purpose

The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image.

Design/methodology/approach

This study investigates the effect of the advertising context, which 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 of the athlete’s image to the brand’s image compared with the incongruent advertising context. In addition, the findings suggest that image attributes perceived as belonging to the professional expertise of an athlete are transferred more effectively by a context-congruent advertisement, while image attributes based on the sociocultural influence of an athlete show no difference in image transfer based on the advertising context.

Originality/value

Although the advertising context has been thought to influence advertising effectiveness, no specific research has thus far analyzed the relationship between image transfer and the advertising context in the sports marketing literature.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 27 March 2009

Karen E. Lear, Rodney C. Runyan and William H. Whitaker

The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers…

Abstract

Purpose

The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines.

Design/methodology/approach

A content analysis approach is used, examining advertisements in randomly selected issues of sports illustrated from the most recent full six years of publication.

Findings

Changes in the frequency of advertisements using sports celebrities were found compared to previous studies. Additionally, it appears that products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others.

Originality/value

By including in the investigation the topics of sport played and consumer products, the paper extends the current literature to explore the advertisers' use of athlete endorsers with products directly and indirectly impacting retailers.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 10 July 2017

Gashaw Abeza, Norm O’Reilly, Benoit Séguin and Ornella Nzindukiyimana

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.

Abstract

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 analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months.

Findings

Results outline the state, involvement level, roles, modes, preferred content types, discernible differences, shared features, and best practices employed in endorsement tweets. A framework of athletes’ product endorsement on Twitter is presented.

Research limitations/implications

The study presented theoretical and practical implications, and limitations and impetus for future research.

Originality/value

The study investigated professional athletes’ use of their own media channel for the purpose of endorsement, presented a framework that illustrates the practice of celebrity athletes’ product endorsement on social media, and identified a best practice and an exemplary reference.

Details

Sport, Business and Management: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 16 March 2010

Steve Dix, Ian Phau and Sonia Pougnet

The purpose of this paper is to investigate how sports celebrities can be perceived as role models and influence young adult consumers' purchase and behavioural…

Abstract

Purpose

The purpose of this paper is to investigate how sports celebrities can be perceived as role models and influence young adult consumers' purchase and behavioural intentions. Further, it also seeks to examine whether this influence differs between males and females.

Design/methodology/approach

A self‐administered questionnaire was designed using established scales. A convenience sample was drawn from students in a large university in Western Australia.

Findings

Athlete role model endorsers have a positive influence on young adults' product switching behaviour, complaint behaviour, positive word‐of‐mouth behaviour and brand loyalty. This confirms the assumption that sports celebrities are important socialisation agents and can have significant impact on purchase intentions and behaviours.

Practical implications

This research provides useful insight into the influence of athlete endorsers on young adults and suggests athletes have a positive influence on young adults' behavioural intentions in switching products, generating word‐of‐mouth and establishing brand loyalty. More importantly, this study is a significant step towards providing useful information about how young consumers respond to the use of sports celebrities in advertising.

Originality/value

Previous studies indicate that this potential influence and impact of sports star endorsers would be at its peak amongst the youth market. This paper extends previous studies by focusing on one specific market – young adults in Australia.

Details

Young Consumers, vol. 11 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 January 2007

Joshua Shuart

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…

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2001

Rick Burton, Francis John Farrelly and Pascale G. Quester

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…

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 2 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 23 June 2018

Huai-Liang Liang and Ping-I Lin

Enterprises must select the best optimal endorser-product fit in order to maximize the limited budget available for endorsements. Previous studies have determined that the…

Abstract

Purpose

Enterprises must select the best optimal endorser-product fit in order to maximize the limited budget available for endorsements. Previous studies have determined that the influence of athlete endorsers is greater than is that of celebrity endorsers on consumer attitudes toward sport products. However, different endorsers may possess different levels of influence on products. The paper aims to discuss these issues.

Design/methodology/approach

This study developed two field experiments to investigate the influence of endorser-product fits on consumer purchase intentions. Participants in Study 1 were 295 individuals (220 male consumers, 75 female consumers, M age=32 yr) in the two Baseball Stadiums in Taiwan. Participants in Study 2 were 317 EMBA students (204 men, 113 women, M age=34 yr) at a certain university in Taiwan.

Findings

The results determined no significant moderating effect of celebrity endorser-product fit and purchase intention, whereas athlete endorser-product fit enhanced consumers’ purchase intentions in low product involvement scenarios. In high product involvement scenarios, a moderating relationship between endorser-product fit and purchase intentions was observed. These findings can provide a reference regarding endorsers and product patterns for enterprises to maximize the value of endorsers.

Originality/value

Using the multiple endorser-product patterns, this study provides useful findings in terms of the perceived value of endorser-product and purchase intention. The results of this study can help enterprises to choose the most suitable endorser when they are subject to budget constraints. Detailed descriptions of the expected results and discussion are reported in the text.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 April 2014

Yonghwan Chang, Yong Jae Ko, Asli Tasci, Akiko Arai and Taehee Kim

Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in…

Abstract

Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed products and their match are significantly different in these markets.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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