Promoting a Socially Conscious Athlete Ted B. Peetz & Kelley Cash, Belmont University Nashville, TN
University of Florida All- American 6th overall pick in 1995 draft (St. Louis Rams) Super Bowl XXXIV Champion Tennessee Titans “Community Man of the Year” 3 years in a row Philanthropy & LEGACY PR Kevin Carter Promo
Currently a lack of research investigating the use of athletes in promoting philanthropic organizations. Recent scandals raise concerns with utilizing this strategy.
“Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989 p. 310).
Positively Impacts Brand Attitudes (Friedman & Friedman, 1979; Kamins et. al., 1989; Till Stanley & Priluck, 2008). Fosters Brand Loyalty (Bush, et. al., 2004) Helps company message breakthrough a crowded marketplace (Grede, 2002; Charbonneau & Garland, 2005)
Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, 1951; McGuire, 1968) Source Attractiveness Model (McGuire, 1985) Transfer of Meaning Process (McCraken, 1989) Match-Up Hypothesis (Mowen, et al., 1979)