Open AccessDoes Sport Matter?: An Analysis Of The Personality Of Sport
Author(s) -
Ron Sanchez,
Catherine SuttonBrady
Publication year - 2011
Publication title -
journal of business and economics research
Language(s) - English
Resource type - Journals
eISSN - 2157-8893
pISSN - 1542-4448
DOI - 10.19030/jber.v2i11.2936
Subject(s) - style (visual arts) , psychology , social psychology , personality , advertising , proposition , art , literature , philosophy , linguistics , business
This paper examines the intrinsic characteristics of sport and reaffirms the idea that celebrity endorsers bring more to the endorsement process than just their personal qualities. This idea was previously proposed by McCracken (1989) in his transfer of meaning theory. The importance of this research lies in the fact that given the risks associated with celebrity endorsement, marketers must be aware of all factors that influence consumers’ evaluations of the celebrity endorsement. The proposition therefore is that an athlete’s sport is a factor that influences consumers’ celebrity endorsement evaluations. In other words the athlete and his sport cannot be separated.