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Athlete endorsement in the international sports industry: a case study of David Beckham
16 references·8 citing·39 second hop
Athlete endorsement in the international sports industry: a case study of David Beckham (2005)Athlete endorsement in the international …Social Cognition (2013)Social CognitionConsumer Response to a Firm's Endorser (Dis) Association Decisions (2002)Consumer Response to a Firm's…Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity (2001)Exploring Managers' Perceptio…The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs (2000)The Match-Up Hypothesis: Phys…Relatedness, Prominence, and Constructive Sponsor Identification (1999)Relatedness, Prominence, and …A model of image creation and image transfer in event sponsorship (1997)A model of image creation and…The matchup effect of spokesperson and product congruency: A schema theory interpretation (1994)The matchup effect of spokesp…The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising (1992)The Beauty Match-Up Hypothesi…The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase (1991)The Impact of Celebrity Spoke…Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process (1989)Who is the Celebrity Endorser…The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research (1989)The Effects of Brand Position…Schema Congruity as a Basis for Product Evaluation (1989)Schema Congruity as a Basis f…An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations (1989)An Empirical Analysis of Spok…The Influence of Spokespersons in Altering a Product's Gender Image: Implications for Advertising Effectiveness (1986)The Influence of Spokesperson…Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective (1985)Physical Attractiveness of th…Effects of human models on perceived product quality. 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Highly versus Normally Attractive Models in Advertising (2001)When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019)The impact of perceived corporate social responsibility on consumer behavior (2005)Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude (2017)Advances in Consumer Research (2025)Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments (1985)Constructive Consumer Choice Processes (1998)Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 (2012)Managing Brand Equity (1991)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Understanding sponsorship effects (2001)SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX (2005)Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing (2007)Structural equation modeling in practice: A review and recommended two-step approach. (1988)Competing for the Future (1994)INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions (2005)Brand awareness in business markets: When is it related to firm performance? (2010)Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)An Information Processing Theory of Consumer Choice (1979)An Examination of the Role of Beneficial Image in Tourist Destination Selection (2000)Brand personality: How to make the metaphor fit? (2001)The Effects of Ingredient Branding Strategies on Host Brand Extendibility (2002)Attitude Strength (2016)Culture Three Ways: Culture and Subcultures Within Countries (2016)The Paradox of Participation Versus Misinformation: Social Media, Political Engagement, and the Spread of Misinformation (2019)
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References

  • 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
  • 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs1,322 cited
  • 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective1,316 cited
  • 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase1,266 cited
  • 2013Social Cognition765 cited
  • 1997A model of image creation and image transfer in event sponsorship762 cited
  • 2001Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity394 cited
  • 1989The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research391 cited
  • 1994The matchup effect of spokesperson and product congruency: A schema theory interpretation390 cited
  • 1992The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising240 cited
  • 1973Effects of human models on perceived product quality.155 cited
  • 1989An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations150 cited
  • 1999Relatedness, Prominence, and Constructive Sponsor Identification

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149 cited
  • 1986The Influence of Spokespersons in Altering a Product's Gender Image: Implications for Advertising Effectiveness142 cited
  • 2002Consumer Response to a Firm's Endorser (Dis) Association Decisions137 cited
  • Cited by

    • 2012Celebrity endorsement for sporting events using classical conditioning24 cited
    • 2012Chinese fandom and potential marketing strategies for expanding the market for American professional sports into China24 cited
    • 2022A Tale of Two Brands: Examining Elite Female Athletes’ Branding and Self-Presentation Strategies Over Time24 cited
    • 2020Athlete branding in less popular sport: a triadic approach18 cited
    • 2016The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement17 cited
    • 2007Meaning transfer in sports news and sponsorship: promoting Canadian Olympic triathlete Simon Whitfield13 cited
    • 2017Establishing Athlete Brand Among Female Pakistani Fans10 cited
    • 2021[English original] Understanding the dimensions of athlete brand authenticity9 cited