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 TypePaper
AuthorsSassenberg, Anne-Marie (Author) and Verreynne, Martie-Louise (Author)
EditorsBallantine, Paul and Finsterwalder, Jörg
Journal or Proceedings TitleProceedings of the 2010 Australian and New Zealand Marketing Academy Conference (ANZMAC 2010)
ERA Conference ID76596
Number of Pages6
Year2010
Place of PublicationChristchurch, New Zealand
ISBN9780473178208
Web Address (URL) of Paperhttp://anzmac2010.org/proceedings/pdf/ANZMAC10Final00047.pdf
Conference/EventANZMAC 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.

Keywordssports marketing; consumer behaviour; brand image
ANZSRC Field of Research 2020350602. 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 AffiliationsSchool of Management and Marketing
University of Queensland
Institution of OriginUniversity of Southern Queensland
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