Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; … - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 2, pp. 259-277
Purpose: In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic performance and marketable lifestyle image dimensions....