L’influenza del ‘‘celebrity worship’’ sull’efficacia del ‘‘celebrity endorsement’’ in ambito sportivo
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The prevalence of celebrity adoration (celebrity worship) in modern societies is a direct product
of mass media and communications. Children and adolescents often revere celebrities such
as pop singers and sport fi gures. Especially in sport, there is a perception that spectators/viewers are confronted with real individuals participating in unpredictable contests; conversely in the cinematic and popular music industries, individual performers routinely adopt fi ctive identities within their primary performative realms.
Celebrity worship is a form of parasocial relationship (i.e. an imaginary social relationship mediated by mass media), that can be an important mean for the maintenance of self-concept. Research in sports marketing also suggests that fans become loyal to a particular team because of the sense of identifi cation that they feel by associating themselves with the particular group. Because of the prevalence of celebrity adoration, the past two decades have seen a dramatic increase in the number and size of celebrity endorsement contracts to improve marketing effectiveness and persuasion in hopes that fans’ positive feelings toward a particular celebrity will transfer to the endorsed brand.
This research examines the relationship between different levels of celebrity worship and the italian fans’ perception of sports celebrity’s personality traits, the total likibility toward a particular celebrity and the intention to purchase the merchandise of a celebrity.
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