a difference between the effectiveness of athletes and non-athlete celebrities in the endorsement of products. Participants viewed photo advertisements of athlete celebrities and non-athlete celebrities and then answered questions to assess the perceived persuasiveness and interest of the photos. Using a 7-point Likert scale, lower response values represented less persuasiveness and interest. A single composite variable that represents overall endorsement effectiveness was created by using total response
Celebrity Endorsement 1. Introduction In the past two or three decades celebrity advertising/endorsement has become common practice amongst brands that wish to create and maintain attention, as well as increase product or brand recall rates (Erdogan, 1999). However, the juxtaposition of brands and organisations with admirable figures that possess qualities such as likeability, attractiveness, trustworthiness and credibility is not a new phenomenon (Erdogan, 1999). It is believed that an eighteenth
Agents People have been entertained by sport since before the gladiators in the Roman Coliseum. In the 20th century, the publics’ passion for sport consumes more and more of their free time. As sports figures became internationally recognized, athletes began to realize their need for professional representation. Thus, sports agents were born. The field of sports agents has grown since then into an enormous field. Agents now deal with every aspect of an athlete’s life. Agents can be considered professional
Nike’s core investment is in the athletes the company sponsors, there is risk on return on the athletes is high. The strength of creating heroes could be a weakness as well. If a hero becomes not so heroic. An athlete could be in the press for a scandal such as criminal activity or cheating. Nike has been successful with any of their endorsements, but there are cases of athletes not so successful. In Nike’s endorsement history, there are multiple cases that athletes were involved in scandals. Phil
I have always looked at athletes as well paid entertainers. These individuals are lucky enough to make millions playing a game that they would probably play for free. With the acquired wealth and visibility these professional athletes have it all. It has been suggested by many that these athletes should serve as role models. Charles Barkley former Nation Basketball Association all-star player disagreed vehemently with that sentiment. Mr. Barkley believed that athlete should not be role models
The Value of Celebrity Endorsements: A Stock Market Perspective Haina Ding, Alexander Molchanov, Philip Stork1 Abstract Are celebrity endorsements worthwhile investments in advertising? To answer this question we analyze a unique sample of 101 announcements made between 1996 and 2008 by firms listed in the US. Internet is the main medium of communication for these announcements. We employ event study methodology and document statistically insignificant abnormal returns around the announcement
Celebrity Endorsements The importance of Celebrity Endorsements? The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It 's about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that
endorse their product, because consumers love celebrities (Crutafield, 2010, p 3&5). The author also noted that it is faster to reach consumers if advertisers use celebrity-endorsement strategy. Seemingly, there are studies that show that athlete endorsed product jumped 4 percent sales six months after the start of the endorsement deal (Elberse, 2012, p. 4). McHill (2012) explained that selecting celebrities depends on how they are to perform for the product; either as a feature or just for an added
refer to student athletes as amateurs and believes they shouldn’t be compensated while many others can argue that the players are being manipulated and exploited and deserve to be paid for play. Those who support the NCAA’s decision not to pay the players agree that there is no payment system that would fairly pay all students of all sports. They also believe that students are already being paid through their full or partial scholarships. Those who oppose these ideas believe that athletes are taken advantage
data. It shows how little of an opportunity student athletes have to make it into collegiate sports and collegiate athletes to make it into the professional arena. Student-Athletes Men 's Basketball Women 's Basketball Football Baseball Men 's Ice Hockey Men 's Soccer High School Student-Athletes 538,676 433,120 1,086,627 474,791 35,198 410,982 High School Senior Student-Athletes 153,907 123,749 310,465 135,655 10,057 117,423 NCAA Student-Athletes 17,984 16,186 70,147 32,450 3,964 23,365 NCAA Freshman