Celebrity Athlete Endorsements & Decision Models: What are the Key Criteria?

 

Professor dr. David Stotlar

Director, School of Sport and Exercise Science

University of Northern Colorado, USA

 

 

Abstract

 

Companies continue to utilize the popular athletes to sell more product and services.  The success of their use typically depends on the nature of the athlete, the popularity of their sport and a good match to the image of the sponsoring company.  This article explores the history of athlete endorsers and provides several models and a framework for making decisions about sport endorsers.

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