A study of sports celebrity endorsement advertising: a partial replication and extension

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A study of sports celebrity endorsement advertising: a partial replication and extension

This research identifies key factors predicting the effectiveness of sports celebrity endorsement advertisements and examines correspondent inferences and endorser characteristics to predict factors that influence consumer attitudes toward the endorser, advertisement and brand. The study provides va...

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Bibliographic Details
Main Author:	Dix, Steve
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2010
Subjects:	endorser characteristics Sports celebrity advertisements sports celebrity effectiveness print advertisement advertising objectives endorsement
Online Access:	http://hdl.handle.net/20.500.11937/10922

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