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| Author: | Yang, Y. Shi, M. |
| Title: | Rise and fall of stars: investigating the evolution of star status in professional team sports |
| Journal: | International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 352-366 |
| Index terms: | USA sports industry marketing brands |
| Freeterms: | star athletes celebrity brand |
| Language: | eng |
| Abstract: | An empirical study on star status in professional sport is featured in this article. Data from the National Basketball Association (NBA) from the period of 1987-2008 is used to measure star status by the number and share of all-star votes. It is found that the athlete's individual performance has a large impact on his star status, although it's not the only factor. Winning a championship greatly boosts the popularity as well as the team the athlete plays in. Good team performance and star teammates both have a positive effect on popularity. Despite this, switching from a losing team to a winning team can be risky for new stars. |
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