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The use of sport celebrities in advertising: a replication and extension

Research output: Contribution to journalJournal articlepeer-review

<mark>Journal publication date</mark>09/2010
<mark>Journal</mark>Sport Marketing Quarterly
Issue number3
Number of pages11
Pages (from-to)132-142
Publication StatusPublished
<mark>Original language</mark>English


The use of sport celebrities in advertising campaigns is an important aspect in marketing to a target market of sport fans. With many star athletes becoming increasingly involved in negative off-field issues, it is questioned whether ads featuring athletes have decreased over time. This study replicates, extends, and breaks new ground on the topic of sport celebrities in advertising. Using a content analysis, the study replicates the work of Stone, Joseph, and Jones (2003). By replicating the Stone et al. content analysis, we provide validation for the earlier work, as generally called for by many leading researchers. Extending the study into the most recent decade.