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Sport Heroes as Sport Product Endorsers: The Role of Gender in the Transfer of Meaning Process for Selected Undergraduate Students

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References

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2008Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes

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63 cited

2006Getting Past the Red Tees: Constraints Women Face in Golf and Strategies to Help Them Stay54 cited

2007Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise50 cited

2021An extended source attractiveness model: the advertising effectiveness of distinct athlete endorser attractiveness types and its contextual variation41 cited

2010The use of Sport Celebrities in Advertising: A Replication and Extension33 cited

2017Exploring meaning transfer in celebrity endorsements: measurement and validation28 cited

2014The Freedom to Choose: Elite Female Athletes’ Preferred Representations Within Endorsement Opportunities28 cited

2017One step deeper: gender and congruity in celebrity endorsement25 cited

2011Attitude towards materialism in sport and materialism tendencies amongst black Generation Y students21 cited

2013More diversity than celebrity: a typology of role model interaction19 cited

2022Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities19 cited

2021Relative effectiveness of celebrity and product match-up for two high consumer involvement situations16 cited

2021Effectiveness of Films, Sport, Celebrity or Mascot to Content in the Advertising – A Dilemma for Global Brands15 cited