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 ID21951
Article CategoryArticle
AuthorsSassenberg, Anne-Marie (Author), Verreynne, Martie-Louise (Author) and Johnson Morgan, Melissa (Author)
Journal TitleInternational Journal of Organisational Behaviour
Journal Citation17 (2), pp. 108-121
Number of Pages14
Year2012
Place of PublicationToowoomba, Australia
ISSN1440-5377
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
presented; the sport celebrity brand image model. This conceptual model shows that sponsor organisations should be aware of the brand effects of the sport celebrity brand
image in that the sport celebrity brand image can impact on the attitudes of sport consumers.

Keywordscelebrity 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 2020350602. 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 AffiliationsSchool of Management and Marketing
University of Queensland
Institution of OriginUniversity of Southern Queensland
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Defining consumer responses to special event entertainment (SEE): key constructs and propositions
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Defining consumer responses to special event entertainment (SEE): key constructs and propositions." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Teenage motivations for sport related consumption in Australia
Summers, Jane, Johnson Morgan, Melissa and Kanoyangwa, Ranganai. 2007. "Teenage motivations for sport related consumption in Australia." Pitts, Brenda G. (ed.) 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005). Tempe, Arizona 10 - 12 Nov 2005 Morgantown, WV. United States.