A sport celebrity brand image: a conceptual model

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

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Name Description MIMEType Size Downloads
Author Sassenberg, Anne-Marie
Verreynne, Martie-Louise
Morgan, Melissa Johnson
Title A sport celebrity brand image: a conceptual model
Journal name International Journal of Organisational Behaviour
ISSN 1440-5377
Publication date 2012-06
Sub-type Article (original research)
Volume 17
Issue 2
Start page 108
End page 121
Total pages 14
Place of publication Toowoomba, Qld., Australia
Publisher University of Southern Queensland
Collection year 2013
Language eng
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.
Keyword Celebrity sponsorship
Sports marketing
Sport celebrity brand image
Sport celebrity brand attributes
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
 
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Created: Fri, 02 Nov 2012, 14:00:22 EST by Karen Morgan on behalf of UQ Business School