Political activism, racial identity and the commercial endorsement of athletes

With a focus on African American male athletes as product endorsers, the purpose of this study was to examine the influence of activism type and level of racial identity on perceptions of trustworthiness and athlete-product fit. Participants (N = 73 White undergraduate students) participated in a 2...

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Bibliographic Details
Published in:International review for the sociology of sport 2012-12, Vol.47 (6), p.657-669
Main Authors: Cunningham, George B, Regan, Michael R
Format: Article
Language:English
Subjects:
Activism
Athletes (men)
Attractiveness
College students
Ethnic Identity
Identity
International sports
Males
Perception
Political Participation
Shoes
Sport sociology
Undergraduate Students
Whites
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