Purpose – The purpose of this paper is to extend previous research into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines. Design/methodology/approach...

Purpose – The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse relationship: the impact of negative information about the...

Purpose – The purpose of this paper is, first, to assess the influence of four promotional strategies on students' purchase intention for fair trade coffee; and second to examine the effect of attractiveness and credibility of two university sports celebrities on purchase intention for...