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Full-Text Articles in Sports Management
Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen
Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen
University Honors Theses
What role does branding play in the compensation issues faced by amateur athletes? How has the rise of influential online social personas legally impacted their case? This thesis explores the long-standing compensation issues that many amateur athletes have faced while under the control of the NCAA. It connects the social impact of online personal branding to some of the legal victories won by student athletes as they gain more freedom over their NIL (name, image, likeness) by detailing the importance of branding and its evolution into personal branding in a 21st century economy. Many of the rules and regulations …
Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz
Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz
UNLV Theses, Dissertations, Professional Papers, and Capstones
The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …