A sport celebrity image model: focusing efforts to improve outcomes

Paper

Sassenberg, Anne-Marie and Verreynne, Martie-Louise. 2010. "A sport celebrity image model: focusing efforts to improve outcomes." Ballantine, Paul and Finsterwalder, Jörg (ed.) ANZMAC 2010: Doing More With Less. Christchurch, New Zealand 29 Nov - 01 Dec 2010 Christchurch, New Zealand.

Paper/Presentation Title	A sport celebrity image model: focusing efforts to improve outcomes
Presentation Type	Paper
Authors	Sassenberg, Anne-Marie (Author) and Verreynne, Martie-Louise (Author)
Editors	Ballantine, Paul and Finsterwalder, Jörg
Journal or Proceedings Title	Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference (ANZMAC 2010)
ERA Conference ID	76596
Number of Pages	6
Year	2010
Place of Publication	Christchurch, New Zealand
ISBN	9780473178208
Web Address (URL) of Paper	http://anzmac2010.org/proceedings/pdf/ANZMAC10Final00047.pdf
Conference/Event	ANZMAC 2010: Doing More With Less
	ANZMAC Conference
Event Details	ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C
Event Details	ANZMAC 2010: Doing More With Less Parent ANZMAC Conference Event Date 29 Nov 2010 to end of 01 Dec 2010 Event Location Christchurch, New Zealand
Abstract	The brand image construct has received considerable attention in sports marketing literature, yet its application to how the sport celebrity brand image affect consumers' attitude remains largely unexplored. This paper presents a framework to explore the sport celebrity brand image, and explains its impact on fans' attitude. It offers propositions about its components and the likely influence of sport celebrity brand image on the sport fan attitude. Consideration of the sport celebrity brand image components may allow sport managers to better understand how it may be formed and managed. The framework also provides insights into the brand benefits sport consumers experience by associating with the brand image of the celebrity, and ultimately about the sport consumers' attitude towards the celebrity brand image.
Keywords	sports marketing; consumer behaviour; brand image
ANZSRC Field of Research 2020	350602. Consumer-oriented product or service development
	350604. Marketing communications
	350605. Marketing management (incl. strategy and customer relations)
Public Notes	'..authors have assigned to ANZMAC and the University of Canterbury, a non-exclusive, royalty free copyright licence to use their work and publish it in full or in part in the proceedings and on the World Wide Web with the ANZMAC Conference papers or for any other purpose in connection with the ANZMAC Conference. ' Since licence is non-exclusive, this paper has been deposited and made accessible in USQ ePrints with the permission of the authors.
Byline Affiliations	School of Management and Marketing
	University of Queensland
Institution of Origin	University of Southern Queensland

Permalink -

https://research.usq.edu.au/item/q098q/a-sport-celebrity-image-model-focusing-efforts-to-improve-outcomes

Download files

Published Version

	Sassenberg_Verreynne_ANZMAC_2010_PV.pdf
File access level: Anyone

Export as

Related outputs

Determinants of Blockchain Technology Adoption in the Australian Agricultural Supply Chain: A Systematic Literature Review

Gandhi Maniam, Peter Sasitharan, Acharya, Nirmal, Sassenberg, Anne-Marie and Soar, Jeffrey. 2024. "Determinants of Blockchain Technology Adoption in the Australian Agricultural Supply Chain: A Systematic Literature Review." Sustainability. 16 (13). https://doi.org/10.3390/su16135806

How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining

Sassenberg, Anne-Marie and Sassenberg, Cindy. 2024. "How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining." International Journal of Sports Marketing and Sponsorship. 25 (5), pp. 1044-1058. https://doi.org/10.1108/IJSMS-09-2023-0200

Correction: Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda

Eckstein, Gary, Shrestha, Anup, Sassenberg, Anne-Marie and Dwivedi, Yogesh K.. 2023. "Correction: Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda ." Management Review Quarterly. https://doi.org/10.1007/s11301-023-00391-z

Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda

Eckstein, Gary, Shrestha, Anup, Sassenberg, Anne-Marie and Dwivedi, Yogesh K.. 2023. "Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda." Management Review Quarterly. https://doi.org/10.1007/s11301-023-00382-0

Consumers’ Behavioural Intentions to Reuse Recommender Systems: Assessing the Effects of Trust Propensity, Trusting Beliefs and Perceived Usefulness.

Acharya, Nirmal, Sassenberg, Anne-Marie and Soar, Jeffrey. 2023. "Consumers’ Behavioural Intentions to Reuse Recommender Systems: Assessing the Effects of Trust Propensity, Trusting Beliefs and Perceived Usefulness." Journal of Theoretical and Applied Electronic Commerce Research. 18 (1), pp. 55-78. https://doi.org/10.3390/jtaer18010004

Identifying an Optimal Model for Blockchain Technology Adoption in the Agricultural Sector

Gandhi Maniam, Peter Sasitharan, Prentice, Catherine, Sassenberg, Anne-Marie and Soar, Jeffrey. 2023. "Identifying an Optimal Model for Blockchain Technology Adoption in the Agricultural Sector." Logistics (MDPI AG). 7 (3), pp. 1-19. https://doi.org/10.3390/logistics7030059

The Role of Cognitive Absorption in Recommender System Reuse

Acharya, Nirmal, Sassenberg, Anne-Marie and Soar, Jeffrey. 2023. "The Role of Cognitive Absorption in Recommender System Reuse." Sustainability. 15 (5), pp. 1-23. https://doi.org/10.3390/su15053896

Effects of cognitive absorption on continuous use intention of AI-driven recommender systems in e-commerce

Acharya, Nirmal, Sassenberg, Anne-Marie and Soar, Jeffrey. 2023. "Effects of cognitive absorption on continuous use intention of AI-driven recommender systems in e-commerce." Foresight (Cambridge): the journal for future studies, strategic thinking and policy. 25 (2), pp. 194-208. https://doi.org/10.1108/FS-10-2021-0200

Business acumen for nursing leaders: An exploratory qualitative study

Raftery, Chris, Sassenberg, Anne-Marie and Bamford-Wade, Anita. 2022. "Business acumen for nursing leaders: An exploratory qualitative study." Journal of Nursing Management. 30 (7), pp. 2681-2688. https://doi.org/10.1111/jonm.13672

How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions

Grunwald, Guido, Schwill, Jurgen and Sassenberg, Anne-Marie. 2022. "How to choose the fitting partner in sustainability sponsorship? A decision model integrating multiple fit dimensions." Allen, Juliann, Jochims, Bruna and Wu, Shuang (ed.) 2021 AMS Virtual Annual Conference and World Marketing Congress. Virtual conference 01 - 04 Jun 2021 Cham, Switzerland. https://doi.org/10.1007/978-3-030-95346-1_157

Managing value co-creation in partnerships for sustainability: toward a process model for stakeholder integration

Grunwald, Guido, Schwill, Jurgen and Sassenberg, Anne-Marie. 2022. "Managing value co-creation in partnerships for sustainability: toward a process model for stakeholder integration." Ratten, Vanessa, Jones, Paul, Braga, Vitor and Parra-Lopez, Eduardo (ed.) Artisan entrepreneurship. United Kingdom. Emerald. pp. 99-126

Business acumen for nursing leaders: A scoping review

Raftery, Chris, Sassenberg, Anne-Marie and Bamford-Wade, Anita. 2022. "Business acumen for nursing leaders: A scoping review." Journal of Nursing Management. 30 (4), pp. 926-935. https://doi.org/10.1111/jonm.13593

Effects of atmosphere on emotions and consumer behaviour at wineries

Sassenberg, Anne-Marie, Sassenberg, Cindy, Sassenberg, Claudia and Heneghan, Maire. 2022. "Effects of atmosphere on emotions and consumer behaviour at wineries." International Journal of Wine Business Research. 34 (4), pp. 523-541. https://doi.org/10.1108/IJWBR-05-2021-0028

The impact of digital communications on consumer perceptions of sport celebrity transgressions

Sassenberg, Anne-Marie, Summers, Jane, Johnson Morgan, Melissa and Hassan, Rumman. 2018. "The impact of digital communications on consumer perceptions of sport celebrity transgressions." Journal of Global Sport Management. 3 (2), pp. 189-207. https://doi.org/10.1080/24704067.2018.1457968

Evaluating Integrated Marketing Communications Effectiveness

Sassenberg, Anne-Marie. 2021. "Evaluating Integrated Marketing Communications Effectiveness." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A. (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 390-420

Social media marketing

Sassenberg, Anne-Marie. 2021. "Social media marketing." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A. (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 269-292

Marketing Public Relations and Sponsorship Marketing

Sassenberg, Anne-Marie. 2021. "Marketing Public Relations and Sponsorship Marketing." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A. (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 360-390

Media planning and analysis

Sassenberg, Anne-Marie. 2021. "Media planning and analysis." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Shimp, Terence A. and Andrews, J. Craig (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 159-189

Exploring the formation of mobile travel website quality and predicting its influence on travelers’ behavioral intentions

Chan, Janelle, Chan, Irene Cheng Chu, Sassenberg, Anne-Marie and Shrestha, Anup. 2021. "Exploring the formation of mobile travel website quality and predicting its influence on travelers’ behavioral intentions." Journal of China Tourism Research. 18 (5), pp. 1011 - 1034. https://doi.org/10.1080/19388160.2021.1969310

Integrated marketing communications, Asia-Pacific

Chitty, Bill, Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Shimp, Terence A. and Andrews, J. Craig. Jakovcic, Jade (ed.) 2017. Integrated marketing communications, Asia-Pacific. Melbourne, Australia. Cengage Learning Australia.

Helping sport management to protect corporate social responsibility

Sassenberg, Anne-Marie. 2018. "Helping sport management to protect corporate social responsibility." 2018 Global Marketing Conference at Tokyo. Tokyo, Japan 26 - 29 Jul 2018 Korea. https://doi.org/10.15444/GMC2018.06.02.02

Business acumen for nursing leaders, optional or essential in today’s health system? A discussion paper

Raftery, Chris, Sassenberg, Anne-Marie and Bamford-Wade, Anita. 2021. "Business acumen for nursing leaders, optional or essential in today’s health system? A discussion paper." Collegian: The Australian Journal of Nursing Practice, Scholarship and Research. 28 (6), pp. 610-615. https://doi.org/10.1016/j.colegn.2021.08.001

Sustainability project partnerships in times of crisis: conceptual framework and implications for stakeholder integration

Grunwald, Guido, Schwill, Jurgen and Sassenberg, Anne-Marie. 2021. "Sustainability project partnerships in times of crisis: conceptual framework and implications for stakeholder integration." Journal of Entrepreneurship and Public Policy. 10 (3), pp. 352-378. https://doi.org/10.1108/JEPP-04-2021-0044

The type of sport celebrity transgression: does it impact on the associated sponsors and sport?

Sassenberg, Anne-Marie. 2016. "The type of sport celebrity transgression: does it impact on the associated sponsors and sport?" 5th International Conference on Advances in Economics, Management and Social Study. Kuala Lumpur, Malaysia 12 - 13 Mar 2016 United States. https://doi.org/10.15224/978-1-634248-089-7-33

Effects of sport celebrity transgressions: an exploratory study

Sassenberg, A.. 2015. "Effects of sport celebrity transgressions: an exploratory study." Sport Marketing Quarterly. 24 (2), pp. 78-90.

Effects of sport celebrity transgressions in the sport industry

Sassenberg, Anne-Marie. 2015. Effects of sport celebrity transgressions in the sport industry. PhD Thesis Doctor of Philosophy. University of Southern Queensland.

A sport celebrity brand image: a conceptual model

Sassenberg, Anne-Marie, Verreynne, Martie-Louise and Johnson Morgan, Melissa. 2012. "A sport celebrity brand image: a conceptual model." International Journal of Organisational Behaviour. 17 (2), pp. 108-121.

Scandals, sports and sponsors: what impact do sport celebrity transgressions have on consumer's perceptions of the celebrity's brand image and the brand image of their sponsors?

Sassenberg, Anne-Marie and Johnson Morgan, Melissa. 2010. "Scandals, sports and sponsors: what impact do sport celebrity transgressions have on consumer's perceptions of the celebrity's brand image and the brand image of their sponsors?" Schwartz, Eric (ed.) 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010). New Orleans, United States 26 - 29 Oct 2010 New Orleans, United States.

The impact of negative publicity on: an individual sporting celebrity's brand DNA; the brand DNA of their associated team and/or sport; and attitudes of their sponsors and partners

Johnson Morgan, Melissa, Summers, Jane and Sassenberg, Anne-Marie. 2008. "The impact of negative publicity on: an individual sporting celebrity's brand DNA; the brand DNA of their associated team and/or sport; and attitudes of their sponsors and partners." James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa (ed.) 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008). Gold Coast, Australia 17 - 19 Jul 2008 Toowoomba, Australia.