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

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

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The use of sport celebrities in advertising: a replication and extension. / Ruihley, Brody J.; Runyan, Rodney; Lear, Karen E.
In: Sport Marketing Quarterly, Vol. 19, No. 3, 09.2010, p. 132-142.

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

Harvard

Ruihley, BJ, Runyan, R & Lear, KE 2010, 'The use of sport celebrities in advertising: a replication and extension', Sport Marketing Quarterly, vol. 19, no. 3, pp. 132-142. <http://www.questia.com/library/1P3-2151688581/the-use-of-sport-celebrities-in-advertising-a-replication>

APA

Ruihley, B. J., Runyan, R., & Lear, K. E. (2010). The use of sport celebrities in advertising: a replication and extension. Sport Marketing Quarterly, 19(3), 132-142. http://www.questia.com/library/1P3-2151688581/the-use-of-sport-celebrities-in-advertising-a-replication

Vancouver

Ruihley BJ, Runyan R, Lear KE. The use of sport celebrities in advertising: a replication and extension. Sport Marketing Quarterly. 2010 Sept;19(3):132-142.

Author

Ruihley, Brody J. ; Runyan, Rodney ; Lear, Karen E. / The use of sport celebrities in advertising : a replication and extension. In: Sport Marketing Quarterly. 2010 ; Vol. 19, No. 3. pp. 132-142.

Bibtex

@article{e50147d33d2a403b9d4d83afc7d17d6e,
title = "The use of sport celebrities in advertising: a replication and extension",
abstract = "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.",
author = "Ruihley, {Brody J.} and Rodney Runyan and Lear, {Karen E.}",
year = "2010",
month = sep,
language = "English",
volume = "19",
pages = "132--142",
journal = "Sport Marketing Quarterly",
issn = "1061-6934",
publisher = "FiT Publishing",
number = "3",

}

RIS

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 -