| 1776094 |
Sports celebrity endorsements in retail products advertising
Karen E. Lear, Rodney C. Runyan, William H. Whitaker
(pp. 308-321)
Keywords:
Advertisements,
Athletics,
Celebrities,
Product endorsement,
Retail marketing
ArticleType: Research paper
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(92 KB)
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| 1776095 |
The effects of negative information transference in the celebrity endorsement relationship
Darin W. White, Lucretia Goddard, Nick Wilbur
(pp. 322-335)
Keywords:
Celebrities,
Information transfer,
Product endorsement
ArticleType: Research paper
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(90 KB)
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| 1776096 |
A comparison of four strategies to promote fair trade products
Shih-Mei Chen, Patricia Huddleston
(pp. 336-345)
Keywords:
Celebrities,
Consumer behaviour,
Fair trade,
Product endorsement,
Promotional methods,
Sports
ArticleType: Research paper
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(70 KB)
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| 1776097 |
Defining brand values through sponsorship
Nicholas Alexander
(pp. 346-357)
Keywords:
Brand management,
Semantics,
Sponsorship,
Sports
ArticleType: Research paper
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(159 KB)
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| 1776098 |
Delineating the outcomes of sponsorship: Sponsor image, word of mouth, and purchase intentions
Rodoula Tsiotsou, Konstantinos Alexandris
(pp. 358-369)
Keywords:
Marketing models,
Sponsorship,
Sports
ArticleType: Research paper
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(88 KB)
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| 1776099 |
Consumer-brand relationships in sport: brand personality and identification
Brad D. Carlson, D. Todd Donavan, Kevin J. Cumiskey
(pp. 370-384)
Keywords:
Brand identity,
Buyer-seller relationships,
Consumer behaviour,
Personality,
Sports
ArticleType: Research paper
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(100 KB)
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