Perception of sports celebrities: a model of choice, management and control of their use in relation to brands
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2011.139116Keywords:
Sports. Endorsing of celebrities. Endorsed brand. Marketing. Communication.Abstract
This article proposes a celebrity endorsement management framework, developed to minimize the risks and optimize the results obtained by the use of a celebrity endorser. A national and international literature review is presented, as well as quantitative data gathered from among 4.5 thousand Brazilian citizens concerning their perceptions of endorsing celebrities in a number of attributes. The results show different perceptions about each group analyzed – general, sports and soccer (as a sports subgroup) – indicating the need for development and adoption celebrity endorsement management models.Downloads
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2011-12-26
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How to Cite
FREIRE, Otávio; SENISE, Diego. Perception of sports celebrities: a model of choice, management and control of their use in relation to brands. Organicom, São Paulo, Brasil, v. 8, n. 15, p. 218–232, 2011. DOI: 10.11606/issn.2238-2593.organicom.2011.139116. Disponível em: https://journals.usp.br/organicom/article/view/139116.. Acesso em: 22 jul. 2024.