Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - The use of sport celebrities in advertising
T2 - a replication and extension
AU - Ruihley, Brody J.
AU - Runyan, Rodney
AU - Lear, Karen E.
PY - 2010/9
Y1 - 2010/9
N2 - 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.
AB - 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.
M3 - Journal article
VL - 19
SP - 132
EP - 142
JO - Sport Marketing Quarterly
JF - Sport Marketing Quarterly
SN - 1061-6934
IS - 3
ER -