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Sport celebrities multiple use in marketing messages: Example of the Spanish tennis player Rafael Nadal

Author

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  • Arta Antonovica

    (Rey Juan Carlos University, Madrid, Spain)

  • Javier de Esteban Curiel

    (Rey Juan Carlos University, Madrid, Spain)

Abstract

The use of a sport celebrity as a message source is a popular way how to convince many consumers around the world to buy and use different services. In the last decades, we have seen that many sport celebrities in a serial way promote products and services of different companies at the same time or in a sequence. Therefore, there arises a question of message source credibility and trustfulness. The main objective of this research paper is to study the world famous Spanish tennis player’s appearance, Rafael Nadal, as a message source in different companies’ advertisements and the kind of image he creates. In this sense, a content analysis technique and a face-to-face survey technique (328 subjects) have been conducted to know what the consumers’ attitudes towards serial sport endorsers are.

Suggested Citation

  • Arta Antonovica & Javier de Esteban Curiel, 2016. "Sport celebrities multiple use in marketing messages: Example of the Spanish tennis player Rafael Nadal," Marketing and Branding Research, EUROKD, vol. 3(2), pages 179-193.
    • Handle: RePEc:bco:mbraaa::v:3:y:2016:p:179-193
    DOI: 10.33844/MBR.2016.60243
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    References listed on IDEAS

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    1. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
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