A sport celebrity brand image: a conceptual model

Sassenberg, Anne-Marie and Verreynne, Martie-Louise and Johnson Morgan, Melissa (2012) A sport celebrity brand image: a conceptual model. International Journal of Organisational Behaviour, 17 (2). pp. 108-121.

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Abstract

This article argues that the brand image, which is studied widely in marketing, can also be applied to the individual sport celebrity. A model to guide such investigation is
presented; the sport celebrity brand image model. This conceptual model shows that sponsor organisations should be aware of the brand effects of the sport celebrity brand
image in that the sport celebrity brand image can impact on the attitudes of sport consumers.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors may retain copyright of their own materials. Article copyright: © A-M Sassenberg, M-L Verreynne & M Johnson Morgan.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 19 Dec 2012 07:33
Last Modified: 18 Feb 2015 23:53
Uncontrolled Keywords: celebrity sponsorship; sports marketing; sport celebrity; brand image; sport celebrity brand attributes; sport celebrity brand benefits; sport consumer; sponsorship effectiveness; brand effects
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
17 Psychology and Cognitive Sciences > 1701 Psychology > 170110 Psychological Methodology, Design and Analysis
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/22094

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