Article2005

Athlete endorsement in the international sports industry: a case study of David Beckham

27 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that might influence the success of athlete endorsement.

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References

1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1989Schema Congruity as a Basis for Product Evaluation 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 2013Social Cognition 1997A model of image creation and image transfer in event sponsorship 2001Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity

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