A sport celebrity image model: focusing efforts to improve outcomes

Sassenberg, Anne-Marie and Verreynne, Martie-Louise (2010) A sport celebrity image model: focusing efforts to improve outcomes. In: ANZMAC 2010: Doing More With Less, 29 Nov-1 Dec 2010, Christchurch, New Zealand.

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The brand image construct has received considerable attention in sports marketing literature, yet its application to how the sport celebrity brand image affect consumers' attitude remains largely unexplored. This paper presents a framework to explore the sport celebrity brand
image, and explains its impact on fans' attitude. It offers propositions about its components and the likely influence of sport celebrity brand image on the sport fan attitude. Consideration of the sport celebrity brand image components may allow sport managers to better understand how it may be formed and managed. The framework also provides insights into the brand benefits sport consumers experience by associating with the brand image of the celebrity, and
ultimately about the sport consumers' attitude towards the celebrity brand image.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Item Status: Live Archive
Additional Information (displayed to public): '..authors have assigned to ANZMAC and the University of Canterbury, a non-exclusive, royalty free copyright licence to use their work and publish it in full or in part in the proceedings and on the World Wide Web with the ANZMAC Conference papers or for any other purpose in connection with the ANZMAC Conference. ' Since licence is non-exclusive, this paper has been deposited and made accessible in USQ ePrints with the permission of the authors.
Depositing User: Mrs Anne-Marie Sassenberg
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 23 Mar 2011 00:32
Last Modified: 03 Jul 2013 00:34
Uncontrolled Keywords: sports marketing; consumer behaviour; brand image
Fields of Research (FoR): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/18723

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