A presentation by
Eugenia Tzoumaka
Adjunct Professor at the Marketing Department and the Department of Tourism, Hospitality & Sport, School of Business and Economics

When: Monday, October 22, 15:00-15:50

Where: Faculty Lounge

Organized by: Faculty Research Seminars 2018-19 Series 

Abstract

Celebrity athletes are the most prominent achieved celebrity brands with well-noted effects in consumer behavior. Still, current research is characterized by terminological polyglossia and conceptual overlaps, which results in a lack of clarity regarding the brand structure and content. Moreover, there is no consideration of the brandscape; the team or sports club the player belongs to or has most closely associated his name with.

This paper addresses the current limitations by adopting an exploratory approach. Through qualitative research, namely five focus groups, the celebrity footballer brand associations are empirically investigated as they are being perceived by keen football fans.