‘‘Bend it like Beckham’’: the influence of sports celebrities on young adult consumers

By Steve Dix, Ian Phau, Sonia Pougnet. 2010

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Impact of celebrity endorsement in advertising on brand image among Chinese adolescents (2013, background): “Sports celebrities have also been shown to generate positive word-of-mouth recommendations for brands, leading to purchase intention and followthrough among “generation Y” consumers in Australia (Buksa and Mitsis, 2011; Dix et al., 2010).”
Measuring social media influencer index- insights from facebook, Twitter and Instagram (2019, background): “Apart from organizations, there are multitude of individuals including celebrities, actors, bloggers, politicians who voice their opinion on these platforms and act as influencers for the masses (Cha et al., 2010; Dix et al., 2010;Fraser and Brown, 2002).”
Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention? (2018, background): “Advertisements with celebrities as endorsers have been found to be more effective compared to advertisements with non-celebrity endorsers (Martin-Santana & Beerli-Palacio, 2013; Cronin, 2003; Dix et al., 2010; Yoon & Choi et al., 2005; Stafford et al., 2002; Walker et al., 1992).”