Do Celebrity Endorsements Work? Exploring Effective Strategies of Banner Advertisement in Sport Websites

초록

Sport is a fixture of American culture. The fusion of sport, media, and advertising lend growing importance to managing the attitudes of consumers. Scholars have made a tremendous devotion to researching effective advertising strategies for online sport marketing. However, a limited number of studies have focused exclusively on sport celebrity endorsement and related congruity in online advertising. The current study applied MANCOVA testing to produce definitive results.