Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements.

Research Agenda Working Papers. Vol 2019 pp 55-73

19 Pages Posted: 3 Jul 2019

See all articles by Emmanuel Mogaji

Emmanuel Mogaji

Keele University - Keele Business School

Multiple version iconThere are 2 versions of this paper

Date Written: July 2, 2019

Abstract

Despite an increased level of females’ participation in sports, the media coverage is still very low and inadvertently the use of female athletes as product endorsers has received limited attention. The purpose of this study is to provide an empirical insight into the frequency and nature of portrayals of female athlete endorsers in UK Sports Magazine by replicating Grau et al (2007)’s earlier study carried out in USA over ten years ago. Results of the content analysis indicate that females are seldomly featured as brand endorsers, female in team sports and from black ethnic minority group are less likely to be featured as brand endorsers. The study offers theoretical knowledge and practical implication for managers to ensure female athletes are well positioned and given the opportunity to be commercially viable.

Keywords: sportswomen, advertisements, model, brand ambassadors, endorsement, celebrity, media

JEL Classification: M31, M37, L38, Z2, L82

Suggested Citation

Mogaji, Emmanuel, Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements. (July 2, 2019). Research Agenda Working Papers. Vol 2019 pp 55-73, Available at SSRN: https://ssrn.com/abstract=3413446 or http://dx.doi.org/10.2139/ssrn.3413446

Emmanuel Mogaji (Contact Author)

Keele University - Keele Business School ( email )

Keele, ST5 5AA
United Kingdom

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
204
Abstract Views
833
Rank
269,996
PlumX Metrics