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Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal
16 references·3 citing·36 second hop
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References

  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 1962Power-Dependence Relations6,258 cited
  • 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness4,022 cited
  • 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
  • 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context2,191 cited
  • 2003Brand Synthesis: The Multidimensionality of Brand Knowledge1,911 cited
  • 1999Celebrity Endorsement: A Literature Review1,734 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
  • 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep1,309 cited
  • 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
  • 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
  • 1977The Impact of Physically Attractive Models on Advertising Evaluations1,017 cited
  • 1994

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Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity
844 cited
  • 2006Achieving Marketing Objectives through Social Sponsorships799 cited
  • 2011Celebrity endorsement, brand credibility and brand equity787 cited
  • Cited by

    • 2021Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements20 cited
    • 2018Athlete Scandals and Endorsement Marketing: Research Trends and Introduction to Topics16 cited
    • 2020The Effect of Attribution on Athlete Scandals: Consumer Responses toward Scandalized Athletes and Endorsements16 cited