A sport celebrity brand image: a conceptual model
Article
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.
Article Title | A sport celebrity brand image: a conceptual model |
---|---|
ERA Journal ID | 21951 |
Article Category | Article |
Authors | Sassenberg, Anne-Marie (Author), Verreynne, Martie-Louise (Author) and Johnson Morgan, Melissa (Author) |
Journal Title | International Journal of Organisational Behaviour |
Journal Citation | 17 (2), pp. 108-121 |
Number of Pages | 14 |
Year | 2012 |
Place of Publication | Toowoomba, Australia |
ISSN | 1440-5377 |
Web Address (URL) | http://www.usq.edu.au/business-law/research/ijob/~/media/USQ/Business-Law/Journals/Volume%2017%202%20Paper%209%20Sassenberg.ashx |
Abstract | This article argues that the brand image, which is studied widely in marketing, can also be applied to the individual sport celebrity. A model to guide such investigation is |
Keywords | celebrity sponsorship; sports marketing; sport celebrity; brand image; sport celebrity brand attributes; sport celebrity brand benefits; sport consumer; sponsorship effectiveness; brand effects |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350606. Marketing research methodology | |
520105. Psychological methodology, design and analysis | |
Public Notes | Authors may retain copyright of their own materials. Article copyright: © A-M Sassenberg, M-L Verreynne & M Johnson Morgan. |
Byline Affiliations | School of Management and Marketing |
University of Queensland | |
Institution of Origin | University of Southern Queensland |
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