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Article
Publication date: 1 March 2002

Laurence Weinstein, Shawn Blau, Christopher Sheehan and Joshua Shuart

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New England Journal of Entrepreneurship, vol. 5 no. 2
Type: Research Article
ISSN: 2574-8904

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Article
Publication date: 1 March 2014

Joshua Shuart

The handmade bicycle industry has grown exponentially over the past decade. Although existing for decades in much smaller numbers, the popularity and credibility of…

Abstract

The handmade bicycle industry has grown exponentially over the past decade. Although existing for decades in much smaller numbers, the popularity and credibility of framebuilder entrepreneurship–custom, handmade bike frames–has increased significantly in the past 10 years. The companies that specialize in custom-producing bicycle frames vary in size, scope, reputation, profitability, and even building materials.

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New England Journal of Entrepreneurship, vol. 17 no. 1
Type: Research Article
ISSN: 2574-8904

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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…

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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.

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

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