文章基本信息

标题：CELEBRITY ENDORSEMENT IN ADVERTISING
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作者：Rosca, Vlad
期刊名称：Management and Marketing Journal
印刷版ISSN：1841-2416
出版年度：2010
卷号：VIII
期号：2
页码：365-372
出版社：University of Craiova, Faculty of Economics and Business Administration
摘要：Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for professional athletes. By acting as ambassadors for their sponsors and by cedeing them the image usage rights, tennis players earn a lot. But, through the image association with the athlete, the sponsor also wins, by adding value to his image capital. This papers researches the particularities of tennis endorsements using the case of Roger Federer, one of the best tennis players in history and one of the best business partners in the world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners sponsor him yearly. The most interesting of these partnerships are presented in this paper.
关键词：celebrity endorsement; sponsoring; sports marketing; tennis