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Full-Text Articles in Sports Management
What Leaders Can Learn From Athletics: Inconsistencies Between Leadership In Sports And Leadership In Corporations, Peter A. Maresco
What Leaders Can Learn From Athletics: Inconsistencies Between Leadership In Sports And Leadership In Corporations, Peter A. Maresco
WCBT Faculty Publications
The article discusses how the individual performance affect the performance of the rest of the members of the team. The author cites from the perspective of a baseball player or any other team sport where the actions of one affect the actions of the other members. Each player is familiar with the rules, knows exactly what to do when it come to playing their position, and each person on the team is fully aware of the impact their performance will have on the other members of the team. Therefore, business leaders should hire individuals who are already familiar with their …
Endorser Source Credibility: Redefining Spokesperson Influence Through Development Of The Celebrity-Hero Matrix, Joshua Shuart
Endorser Source Credibility: Redefining Spokesperson Influence Through Development Of The Celebrity-Hero Matrix, Joshua Shuart
WCBT Faculty Publications
Endorsement of sport and non-sport products by athletes is an extremely popular method that corporations use to drive sales and advertising. Traditionally, celebrity endorsement research has focused on the physical attractiveness of the endorser; while this makes sense, it provides only a partial explanation why consumers purchase athlete-endorsed products. Several other components of source credibility, as well as previously unexplored elements such as "heroic" traits, prove to be stronger predictors of intent-to-purchase. A 3-phase research study of Americans aged 18-35 was conducted, with a Celebrity-Hero Matrix© (CHM) developed and several marketing recommendations made based on the findings.