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The importance of key celebrity characteristics for customer segmentation by age and gender: Does beauty matter in professional football?

Author

Listed:
  • Daniel Hoegele

    () (FC Bayern München AG, Internationalization and Strategy)

  • Sascha L. Schmidt

    () (WHU – Otto Beisheim School of Management)

  • Benno Torgler

    () (Queensland University of Technology)

Abstract

Abstract This paper examines through the lens of sport whether male and female customers as well as differently aged customers focus on different celebrity characteristics and whether they are influenced by celebrities’ facial attractiveness. Drawing on psychological and sociological theories like attachment theory, social role theory of gender, or social norm theory as well as on the academic literature on celebrity endorsement in general, we develop several hypotheses regarding how a fan’s age and gender affect the importance of key characteristics of football stars—namely experience, personality, exemplary behavior, and skills. Using a proprietary dataset that combines archival data concerning professional football players and clubs with survey data of more than 2100 football fans, we find evidence that female fans attach more importance to a player’s personality and behavior while male fans seem to focus on experience and skills. We further find that when fans get older, the importance of a player’s behavior and experience increases. Moreover, our results show that the facial attractiveness of players clearly influences fan perceptions. Our results contribute to existing research on customer segmentation by providing a more differentiated picture of the effects of key celebrity characteristics on different customers.

Suggested Citation

  • Daniel Hoegele & Sascha L. Schmidt & Benno Torgler, 2016. "The importance of key celebrity characteristics for customer segmentation by age and gender: Does beauty matter in professional football?," Review of Managerial Science, Springer, vol. 10(3), pages 601-627, July.
  • Handle: RePEc:spr:rvmgts:v:10:y:2016:i:3:d:10.1007_s11846-015-0172-x
    DOI: 10.1007/s11846-015-0172-x
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    References listed on IDEAS

    as
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    Keywords

    Celebrity endorsement; Customer segmentation; Celebrity characteristics; Facial attractivenss; Football fans;

    JEL classification:

    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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