Sport celebrities multiple use in marketing messages: Example of the Spanish tennis player Rafael Nadal

Arta Antonovica () and Javier de Esteban Curiel ()
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Arta Antonovica: Rey Juan Carlos University, Madrid, Spain
Javier de Esteban Curiel: Rey Juan Carlos University, Madrid, Spain

Marketing and Branding Research, 2016, vol. 3, issue 2, 179-193

Abstract: 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.

Keywords: Sport Celebrity; Message Source; Marketing Endorsers; Serial Advertiser; Semiotics; Content analysis; Rafael Nadal (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:3:y:2016:p:179-193

DOI: 10.33844/MBR.2016.60243

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