International Journal of Retail & Distribution Management: Volume 37 Issue 4

Sports celebrity endorsements in retail products advertising

Karen E. Lear, Rodney C. Runyan, William H. Whitaker

The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is…

The effects of negative information transference in the celebrity endorsement relationship

Darin W. White, Lucretia Goddard, Nick Wilbur

The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it…

A comparison of four strategies to promote fair trade products

Shih‐Mei Chen, Patricia Huddleston

The purpose of this paper is, first, to assess the influence of four promotional strategies on students' purchase intention for fair trade coffee; and second to examine the effect…

Defining brand values through sponsorship

Nicholas Alexander

The purpose of this paper is to consider sponsorship embedded within a brand strategy and how fit between the sponsor's and the sponsored brand provides a platform for the…

Delineating the outcomes of sponsorship: Sponsor image, word of mouth, and purchase intentions

Rodoula Tsiotsou, Konstantinos Alexandris

The purpose of this paper is to propose a model in which fans' team attachment is the determinant of three sponsorship outcomes: sponsor image, purchase intentions, and word of…

Consumer‐brand relationships in sport: brand personality and identification

Brad D. Carlson, D. Todd Donavan, Kevin J. Cumiskey

The purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail…

Guest editorial

Rodney C. Runyan