haku: @indexterm marketing / yhteensä: 4535
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Tekijä:Yang, Y.
Shi, M.
Otsikko:Rise and fall of stars: investigating the evolution of star status in professional team sports
Lehti:International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 352-366
Asiasana:USA
sports industry
marketing
brands
Vapaa asiasana:star athletes
celebrity brand
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 276348
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