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Identification of Athlete Endorser B...

Versfeld, Michelle E.

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Identification of Athlete Endorser Brand Archetypes.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Identification of Athlete Endorser Brand Archetypes./
作者:	Versfeld, Michelle E.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	106 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-01, Section: A.
Contained By:	Dissertations Abstracts International83-01A.
標題:	Sports management. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28317603
ISBN:	9798516085338

Identification of Athlete Endorser Brand Archetypes.
Versfeld, Michelle E.

Identification of Athlete Endorser Brand Archetypes. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 106 p.

Source: Dissertations Abstracts International, Volume: 83-01, Section: A.

Thesis (Ph.D.)--University of Georgia, 2021.

This item must not be sold to any third party vendors.

This research aims to identify athlete endorser brand archetypes and to understand the perceptions of these trait profiles in terms of credibility. Building upon Jung's (1969) notion that archetypes are universal mental models, the study begins the preliminary stages of identifying and categorizing athlete endorser brand archetypes. By understanding brand archetypes, brand managers will be able to more effectively craft a brand narrative as part of their holistic marketing efforts. Exploratory factor analysis and confirmatory factor analysis identified two athlete endorser brand archetypes. A multivariate analysis of variances revealed that the identified archetypes displayed varying degrees of credibility, indicating perceived differences in the brand archetypes. The findings provide a framework to discuss athlete endorser brands in terms of brand archetypes in order to aid marketers with a comprehensive brand management plan for athlete endorsers.

ISBN: 9798516085338Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Archetype

Identification of Athlete Endorser Brand Archetypes.
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