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The Multiple Brand Personalities of David Beckham: A Case Study of the Beckham Brand · Study

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ArticleThe Multiple Brand Personalities of David Beckham: A Case Study of the Beckham Brand

John Emil Vincent2009

Article2009

The Multiple Brand Personalities of David Beckham: A Case Study of the Beckham Brand

John Emil Vincent · Jason W. Lee

41 citations·0/0 files stored·Sport Marketing Quarterly

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

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References

2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 2003One David Beckham? Celebrity, Masculinity, and the Soccerati 2003An Exploratory Study on the Use of Sports Celebrities in Advertising: A Content Analysis 1992Brand portfolios 2004Footballers' wives: the role of the soccer player's partner in the construction of idealized masculinity

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2016Athlete brand construction: A perspective based on fans' perceptions 2021Athlete brand identity, image and congruence: a systematic literature review 2021Antecedents of the attitude toward the athlete celebrities' human brand extensions

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2005Athlete endorsement in the international sports industry: a case study of David Beckhamarticle · 3 shared references 2019An exploration of celebrity business ventures and their appeal to fans and non-fansarticle · 2 shared references 2007The First Metrosexual Rugby Star: Rugby Union, Masculinity, and Celebrity in Contemporary Walesarticle · 2 shared references 2013The impact of processing athlete transgressions on brand image and purchase intentarticle · 2 shared references 2018Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsementsarticle · 2 shared references 2009Sport and Metrosexual Identity: Sports Media and Emergent Sexualitieschapter · 2 shared references

Details

Year2009

Typearticle

Published2009-09-01

VenueSport Marketing Quarterly

ISSN-L1061-6934

Languageen

Citations41

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1177/106169340901800307

openalex_workW2890982041

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