AakerD. A. (1991). Managing brand equity.New York: The Free Press.
2.
AakerD.A. (1996). Building strong brands.New York: The Free Press.
3.
BerryL. (1995). Relationship marketing of services; growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23 (4), 236–246.
4.
ChandlerS. (1997, April 7). Michael Jordan's full corporate press. Business Week, 3433, 44.
5.
GronroosC. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decisions, 32 (2), 4–20.
6.
HovlandC. I., JanisL. I., & KelleyH. H. (1953). Communication and persuasion.New Haven, CT: Yale University Press.
7.
JensenK. (December 2001). Personal Communication.
8.
KahleL. R., & HomerP. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11 (4), 954–61.
9.
KaminsM. A. (1990). An investigation into the ‘match-up’ hypothesis in celebrity advertising; when beauty may be only skin deep. Journal of Advertising, 19, n1, 10.
10.
KapfererJ. N. (1992). Strategic brand management.London: Kogan Page.
11.
KaufmannM. (May 7–13, 2001). Holding the purse strings tight: Tiger and extreme sports aside, brands choose to save on endorsements. Sport Business Journal.
12.
LaneR. & SpiegelP. (1996). The Year of Michaels. Forbes, 157, 16, 244–259.
13.
MannixD. (December 2001). Personal Communication.
14.
MartinJ. H. (1996). Is the athlete's sport important when picking an athlete to endorse a nonsport product?Journal of Consumer Marketing, 13, 6.
15.
McCrackenG. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, n3, 310(12).
16.
McGuireW. J. (1968). The nature of attitudes and attitude change. GardnerL. and AronsonE. (Eds.), Handbook of Social Psychology. Reading, MA: Addison Wesley.
17.
MullinB. J., HardyS., & SuttonW. A. (2000). Sport marketing (second edition). Champaign, IL: Human Kinetics.
18.
MusanteM., MilneG. R., & McDonaldM. A. (1998). Sport sponsorship: Evaluating the sport and brand image match. International Journal of Sports Marketing & Sponsorship, 1 (1).
19.
OhanianR. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19, n3, 39.
20.
ShaniD. (1997), A framework for implementing relationship marketing in the sport industry. Sport Marketing Quarterly, 6 (2), 9–15.
21.
ShaniD. & ChalasaniS. (1992). Exploiting niches using relationship marketing. The Journal of Consumer Marketing, 9 (3), 33–43.