Global Issues in Selecting Athlete Endorsers for National Markets: A Macroinvestigation

Autor:	Fabrice Desmarais
Rok vydání:	2014
Předmět:	Marketing Advertising research Attractiveness Process (engineering) Selection (linguistics) Advertising Business Business and International Management Variety (cybernetics)
Zdroj:	Journal of Global Marketing. 27:308-328
ISSN:	1528-6975 0891-1762
DOI:	10.1080/08911762.2014.931502
Popis:	Little advertising research explores the role of culture in selecting celebrity endorsers. The purpose of this study is to explore how the selection process of athlete endorsers is shaped by national contexts. Based on interviews with advertising practitioners in 10 countries, the study reveals similarities in practitioners’ thinking across countries on a variety of matters related to athlete endorsement. It reveals the importance given by practitioners to the “cultural attractiveness” of national athlete endorsers when using them to connect with their national audience and shows that the selection process depends greatly on various cultural pressures linked to sporting traditions of each country. The study also shows how practitioners believe that athlete endorsers should be used mainly to generate brand and advertising awareness principally under pressure from clients’ emotional input.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::599cecf0f1864f87a40b89250312b537 https://doi.org/10.1080/08911762.2014.931502 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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