Sport Celebrities Multiple Use in Marketing Messages: Example of the Spanish Tennis Player Rafael Nadal
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...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2016 |
| País: | España |
| Institución: | Universidad Rey Juan Carlos |
| Repositorio: | BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos |
| OAI Identifier: | oai:burjcdigital.urjc.es:10115/33177 |
| Acceso en línea: | https://hdl.handle.net/10115/33177 |
| Access Level: | acceso abierto |
| Palabra clave: | Message Source Sport Celebrity Marketing Endorsers Serial Advertiser Semiotics Content Analysis Rafael Nadal |
| Sumario: | 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. |
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