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- Title
Tara Nott Case Study: Celebrity Endorsements and Image Matching.
- Authors
Jowdy, Elizabeth; Mcdonald, Mark
- Abstract
The article focuses on the trend of endorsing celebrity athletes by sports marketers for brand promotion. As a result of desire to see one's brand outstanding amongst competition, hiring high profile athletes fulfill their endorsement objectives. Marketers are concentrating on brand management and niche strategies that make stronger connections between their product and its consumers. For large companies with well-established brand equity and image, the value of partnering with high-profile athletes may be most effective. Relationship marketing provides a framework for one-on-one communication that forms a bond with core consumers beyond product attributes. But a research suggests that only a handful of celebrity athletes have the ability to greatly influence both brand awareness and image to the masses. Barriers to this strategy arise when the consumer becomes exposed to the product, but the brand association is not always effectively communicated. Further, consumers may question the sincerity of the relationship between the athlete and the company.
- Subjects
ATHLETES in mass media; NOTT, Tara; ADVERTISING endorsements; MARKET segmentation; MARKETING strategy; RELATIONSHIP marketing; CONSUMER behavior; MARKETING; BRAND equity
- Publication
Sport Marketing Quarterly, 2002, Vol 11, Issue 3, p186
- ISSN
1061-6934
- Publication type
Article