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- <p>Communication in marketing.</p> <p>Consumers -- Attitudes.</p> <p>Marketing.</p> (1)
- <p>Sports--Management.</p> <p>Sports--Marketing.</p> <p>Branding (Marketing)</p> (1)
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Articles 1 - 4 of 4
Full-Text Articles in Sports Management
The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon
The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon
Theses, Dissertations and Capstones
In today’s intense marketing environment, the use of celebrity endorsers in advertising is a popular strategy to promote products over the competitors. Prior research has studied that the endorser-product congruence (Kamins & Gupta, 1994; Till & Busler, 2000), endorser-consumer congruence (Choi & Rifon, 2012; Hosany & Martin, 2012; Sirgy, 1982; 1985), and endorser credibility (Lee & Koo, 2015; McCracken, 1989; Ohanian, 1990; 1991) can influence consumers’ responses, such as attitude toward the ad, attitude toward the brand, and purchase intention. The high degree of congruence between celebrity image and product leads more positive consumers’ attitude toward ad, brand, and purchase …
An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer
An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer
Theses, Dissertations and Capstones
Although various models and real-life examples seem to convey its presence, the relationship between star players and the branding process of professional sports teams is one that remains rather vague and unquantified. Though numerous examples seem to suggest that star players are capable of exerting an effect on a team’s brand, more thorough analysis is required in order to decipher which areas of a brand’s development are more or less affected by these marquee athletes. Taking responses from survey questionnaires containing 40 items pertinent to the topic, this study deployed Exploratory Factor Analysis (EFA) to uncover six underlying factors that …
0733: Harry Clagg Papers, 1935-1963, Marshall University Special Collections
0733: Harry Clagg Papers, 1935-1963, Marshall University Special Collections
Guides to Manuscript Collections
Scrapbooks and papers related to Clagg's years as a football player, coach and principal in Cabell Co., W. Va. schools: football programs, photographs, playbook, diagrams.
0391: Eli Camden Henderson Papers, 1906-1956, Marshall University Special Collections
0391: Eli Camden Henderson Papers, 1906-1956, Marshall University Special Collections
Guides to Manuscript Collections
The Cam Henderson papers consist primarily of papers related to his career as a football and basketball coach at Muskingum, Davis and Elkins and Marshall Colleges. A significant part of the collection relates to his wife Roxie Bell Henderson and includes many personal and family items as well as material related to her career as a public school teacher. Included also is material gathered by Dr. Sam Clagg for his biography of Henderson and afterward. Printed materials comprise most of the collection: yearbooks, newspaper clippings, textbooks, and books related to coaching basketball and football. The bulk of the correspondence is …