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Full-Text Articles in Sports Management
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.
The Media Dichotomy Of Sports Heroes And Sport Celebrities: The Marketing Of Professional Women's Tennis Players, Joshua Shuart
The Media Dichotomy Of Sports Heroes And Sport Celebrities: The Marketing Of Professional Women's Tennis Players, Joshua Shuart
WCBT Faculty Publications
There is perhaps no better example of media created frenzy over heroism and celebrity than in the world of professional women’s tennis. Two of the most recognizable personalities, Venus Williams and Anna Kournikova, are known for very different reasons: Williams because of her on-court success and her rivalry with her sister Serena, Kournikova because of her on-court failures yet curiously strong endorsement success. Survey research was undertaken to examine perceptions of both women, to determine a) how society views them (as heroes or celebrities), and b) to determine their marketing worth, with regards to consumer intention to purchase an endorsed …