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- Title
The Roethlisberger Effect: Steelers Fans and the Marketing of a Regional Superhero.
- Abstract
This paper bridges a theoretical gap between early celebrity endorsement and hero worship literature. Additionally, the model connects a successful, winning athlete with several established branding constructs. The Roethlisberger Effect takes early theory proposed over 35 years ago in "The Namath Effect" and applies it with a modern touch. Given that the NFL is often referred to as a "copycat league" - i.e. when something works, all other teams work quickly to replicate it - the impact that Roethlisberger has had upon other league and team management philosophies is rather profound. This paper is an updated version of a poster presentation I authored for the 7th Sport Marketing Association (SMA) Conference (2009).
- Subjects
ATHLETIC associations; ATHLETIC ability; FOOTBALL; PUBLIC opinion; SPORTS psychology; PROFESSIONAL athletes; ECONOMICS; PSYCHOLOGY
- Publication
Sport Journal, 2014, p1
- ISSN
1543-9518
- Publication type
Article