Advanced Search
MyIDEAS: Login to save this book chapter or follow this series

The Use of Sports Celebrities in Advertising: Best and Worst Practices

Contents:

Author Info

  • Árpád Papp-Váry

    ()
    (Budapest College of Communication and Business)

Registered author(s):

    Abstract

    When should we use an athlete, a sports star in advertising? Which type of product or service is best suitable for these stars to advertise? What can we expect from these ads? Who is the ideal sports star? Is it true that social media is going to transform this area as well? For our research we examined print ads and television commercials using famous athletes such as David Beckham, Cristiano Ronaldo, Rafael Nadal, Tiger Woods, Maria Sharapova or Serena Williams.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://kgk.uni-obuda.hu/sites/default/files/19%20Papp-Vary%20Arpad_2.pdf
    Download Restriction: no

    Bibliographic Info

    as in new window

    This chapter was published in: György Kadocsa (ed.) , , pages 259-270, 2011.

    This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings- 9th International Conference on Mangement, Enterprise and Benchmarking (MEB 2011) with number 259-270.

    Handle: RePEc:pkk:meb011:259-270

    Contact details of provider:
    Postal: 1084 Budapest, Tavaszmezö u. 15-17
    Phone: +36-1-6665208
    Fax: +36-1-6665209
    Web page: http://www.kgk.uni-obuda.hu
    More information through EDIRC

    Related research

    Keywords:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:pkk:meb011:259-270. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandra Vécsey).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.