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The Multiple Brand Personalities of David Beckham: A Case Study of the Beckham Brand
5 references·4 citing·39 second hop
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this work references cited by second hop

References

  • 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs1,322 cited
  • 2003One David Beckham? Celebrity, Masculinity, and the Soccerati130 cited
  • 2003An Exploratory Study on the Use of Sports Celebrities in Advertising: A Content Analysis70 cited
  • 1992Brand portfolios56 cited
  • 2004Footballers' wives: the role of the soccer player's partner in the construction of idealized masculinity56 cited

Cited by

  • 2016Athlete brand construction: A perspective based on fans' perceptions27 cited
  • 2021Athlete brand identity, image and congruence: a systematic literature review18 cited
  • 2021Antecedents of the attitude toward the athlete celebrities' human brand extensions14 cited
  • 2024Perceptions of celebrity athletes involved in social cause endorsement8 cited

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