, dissension has arisen in the details, as players criticize ( Tandon, 2020 ) how funds may be distributed and whether specific tennis players, or even tennis players as a population, should qualify as worthy recipients. Perhaps most interesting is the way that star player Roger Federer, in the twilight of his
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Ellen J. Staurowsky, Benjamin Koch, Grace Dury, and Cooper Hayes
turbulence, where women are located in relationship to the center of power may have long-term repercussions. Thus, it is notable that, in the midst of the pandemic, male professional tennis players, most specifically, Roger Federer, supported by Rafael Nadal, Andy Murray, and others, advocated for the merger
Sarah M. Brown, Natasha T. Brison, Gregg Bennett, and Katie M. Brown
that athletes are their own brand and have amassed significant influence in the community; it is important to understand whether activism efforts can still have detrimental effects. Prominent professional athletes, like LeBron James, Michael Jordan, Roger Federer, and Cristiano Ronaldo, have developed
T. Christopher Greenwell, Jason M. Simmons, Meg Hancock, Megan Shreffler, and Dustin Thorn
image. The financial benefit to improve upon an athlete’s brand image has been shown to be quite substantial. In 2016, Forbes cited Roger Federer as the most valuable athlete brand with a brand value of $37 million per year ( Ozanian, 2016 ). The value of the athletes’ brand can also be beneficial to
Robert J. Lake
, women’s tennis enjoyed a boom in popularity, but these changes to the court composition facilitated the gradual decline of big-serving men’s tennis in favor of more well-rounded play, led by Roger Federer. This development was welcome as the grass-court season was at that time just 3–4 weeks long and in
Yonghwan Chang
according to ESPN, 2017) were selected. These athletes were: Cristiano Ronaldo, LeBron James, Lionel Messi, Roger Federer, Phil Mickelson, Neymar, and Usain Bolt. The selected athletes were randomly matched with the six news briefings, and the remaining one athlete was used as a control. In order to test
Yonghwan Chang, Yong Jae Ko, and Brad D. Carlson
-established brand images (e.g., tennis player Roger Federer, MLB player Derek Jeter, and skier Lindsey Vonn) to endorse relatively unfamiliar and obscure brands ( Walsh & Williams, 2017 ). As such, image-fitted endorsement pairings enhance processing fluency, image/meaning transfer, and attitude change because such
