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

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