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Sports celebrity endorsements and retailing: can athletes provide a competitive advantage?

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Sports celebrity endorsements and retailing: can athletes provide a competitive advantage? / Lear, Karen E.; Runyan, Rodney; Whitaker, William H.
In: International Journal of Retail and Distribution Management, Vol. 37, No. 4, 04.2009, p. 308-321.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Lear, KE, Runyan, R & Whitaker, WH 2009, 'Sports celebrity endorsements and retailing: can athletes provide a competitive advantage?', International Journal of Retail and Distribution Management, vol. 37, no. 4, pp. 308-321. https://doi.org/10.1108/09590550910948547

APA

Lear, K. E., Runyan, R., & Whitaker, W. H. (2009). Sports celebrity endorsements and retailing: can athletes provide a competitive advantage? International Journal of Retail and Distribution Management, 37(4), 308-321. https://doi.org/10.1108/09590550910948547

Vancouver

Lear KE, Runyan R, Whitaker WH. Sports celebrity endorsements and retailing: can athletes provide a competitive advantage? International Journal of Retail and Distribution Management. 2009 Apr;37(4):308-321. doi: 10.1108/09590550910948547

Author

Lear, Karen E. ; Runyan, Rodney ; Whitaker, William H. / Sports celebrity endorsements and retailing : can athletes provide a competitive advantage?. In: International Journal of Retail and Distribution Management. 2009 ; Vol. 37, No. 4. pp. 308-321.

Bibtex

@article{021d6521e90f4ce4b9f7b894aaf598b4,
title = "Sports celebrity endorsements and retailing: can athletes provide a competitive advantage?",
abstract = "Purpose – The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines.Design/methodology/approach – A content analysis approach is used, examining advertisements in randomly selected issues of sports illustrated from the most recent full six years of publication.Findings – Changes in the frequency of advertisements using sports celebrities were found compared to previous studies. Additionally, it appears that products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others.Originality/value – By including in the investigation the topics of sport played and consumer products, the paper extends the current literature to explore the advertisers' use of athlete endorsers with products directly and indirectly impacting retailers.",
keywords = "Advertisements, Athletics, Celebrities, Product endorsement, Retail marketing",
author = "Lear, {Karen E.} and Rodney Runyan and Whitaker, {William H.}",
year = "2009",
month = apr,
doi = "10.1108/09590550910948547",
language = "English",
volume = "37",
pages = "308--321",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "Emerald Group Publishing Ltd.",
number = "4",

}

RIS

TY - JOUR

T1 - Sports celebrity endorsements and retailing

T2 - can athletes provide a competitive advantage?

AU - Lear, Karen E.

AU - Runyan, Rodney

AU - Whitaker, William H.

PY - 2009/4

Y1 - 2009/4

N2 - Purpose – The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines.Design/methodology/approach – A content analysis approach is used, examining advertisements in randomly selected issues of sports illustrated from the most recent full six years of publication.Findings – Changes in the frequency of advertisements using sports celebrities were found compared to previous studies. Additionally, it appears that products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others.Originality/value – By including in the investigation the topics of sport played and consumer products, the paper extends the current literature to explore the advertisers' use of athlete endorsers with products directly and indirectly impacting retailers.

AB - Purpose – The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines.Design/methodology/approach – A content analysis approach is used, examining advertisements in randomly selected issues of sports illustrated from the most recent full six years of publication.Findings – Changes in the frequency of advertisements using sports celebrities were found compared to previous studies. Additionally, it appears that products which are ultimately sold by retailers are endorsed more frequently by celebrities in certain sports than others.Originality/value – By including in the investigation the topics of sport played and consumer products, the paper extends the current literature to explore the advertisers' use of athlete endorsers with products directly and indirectly impacting retailers.

KW - Advertisements

KW - Athletics

KW - Celebrities

KW - Product endorsement

KW - Retail marketing

U2 - 10.1108/09590550910948547

DO - 10.1108/09590550910948547

M3 - Journal article

VL - 37

SP - 308

EP - 321

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 4

ER -