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When infamy becomes fame : the positive side of negative athlete publicity
Chang, Yonghwan - In: Journal of sport management : the official journal of … 32 (2018) 4, pp. 401-411
Persistent link: https://www.econbiz.de/10011920129
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Examining the impact of celebrity endorsements across consumer segments : an empirical study of Tiger Woods' endorsement effect on golf equipment
Derdenger, Timothy P. - In: Marketing letters : a journal of research in marketing 29 (2018) 2, pp. 123-136
Persistent link: https://www.econbiz.de/10011876244
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Celebrity ambassador/celebrity endorsement : takes a licking but keeps on ticking
Proctor, Tony; Kitchen, Philip J. - In: Journal of strategic marketing 27 (2019) 5, pp. 373-387
Persistent link: https://www.econbiz.de/10012202758
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Ethnic influences on attractiveness and trustworthiness perceptions of celebrity endorsers
Lord, Kenneth R.; Putrevu, Sanjay; Collins, Alice Ford - In: International journal of advertising : the review of … 38 (2019) 3, pp. 489-505
Persistent link: https://www.econbiz.de/10012200276
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Lose like a man : body image and celebrity endorsement effects of weight loss product purchase intentions
Pickett, Andrew C.; Brison, Natasha T. - In: International journal of advertising : the review of … 38 (2019) 8, pp. 1098-1115
Persistent link: https://www.econbiz.de/10012200369
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The value of winning : endorsement returns in individual sports
Gerritsen, Dirk F.; Rheenen, Saskia van - In: Marketing letters : a journal of research in marketing 28 (2017) 3, pp. 371-384
Persistent link: https://www.econbiz.de/10011730649
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To sponsor or not to sponsor : transgressions are unequally detrimental
Chang, Joseph W. - In: Journal of global scholars of marketing science : … 27 (2017) 3, pp. 209-225
Persistent link: https://www.econbiz.de/10011774980
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Be like mike : the role of social identification in athlete endorsements
Carlson, Brad D.; Donavan, D. Todd - In: Sport marketing quarterly : preferred journal of the … 26 (2017) 3, pp. 176-191
Persistent link: https://www.econbiz.de/10011752696
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The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer
Kim, Taehee; Seo, Hyo Min; Chang, Kyungro - In: International journal of sports marketing & sponsorship 18 (2017) 3, pp. 246-262
Persistent link: https://www.econbiz.de/10011781268
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Consumers' comparative evaluative judgment of athlete endorsers
Sato, Shintaro; Kaplanidou, Kyriaki; Connaughton, Daniel P. - In: Journal of sport management : the official journal of … 30 (2016) 5, pp. 553-565
Persistent link: https://www.econbiz.de/10011616451