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dc.contributor.authorGarland, Ron
dc.contributor.authorCharbonneau, Jan
dc.date.accessioned2011-03-03T03:09:20Z
dc.date.available2011-03-03T03:09:20Z
dc.date.issued2006
dc.identifier.citationGarland, R. & Charbonneau, J. (2006). The use of celebrity athletes as endorsers: views of the New Zealand general public. International Journal of Sports Marketing & Sponsorship, 7(4), 326-333.
dc.identifier.urihttps://hdl.handle.net/10289/5124
dc.description.abstractMatching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-to-use survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility scale and a constant-sum scale to help brand managers, player agents and advertising practitioners select good celebrity athlete-product fit. Four New Zealand athletes (two males and two females) and several products were included in the test. Results show that the female celebrity athletes outperformed their male counterparts as potential endorsers. Use of Ohanian's multi-attribute scale yields a level of richness and insight, prompting us to advocate the use of both scales in the pursuit of endorser-product congruences.en_NZ
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherInternational Marketing Reports Ltden_NZ
dc.relation.urihttp://www.imrpublications.com/journal-landing.aspx?volno=7&no=4en_NZ
dc.rightsThis article has been published in the journal: International Journal of Sports Marketing & Sponsorship. Used with permission.
dc.subjectadvertisingen_NZ
dc.subjectathleteen_NZ
dc.subjectendorsementen_NZ
dc.titleThe use of celebrity athletes as endorsers: views of the New Zealand general publicen_NZ
dc.typeJournal Articleen_NZ
dc.relation.isPartOfInternational Journal of Sports Marketing & Sponsorshipen_NZ
pubs.begin-page326en_NZ
pubs.elements-id32203
pubs.end-page333en_NZ
pubs.issue4en_NZ
pubs.volume7en_NZ


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