Antonovica, Artade Esteban Curiel, Javier2024-05-272024-05-272016Antonovica, Arta and de Esteban Curiel, Javier, Sport Celebrities Multiple Use in Marketing Messages: Example of the Spanish Tennis Player Rafael Nadal (2016). Marketing and Branding Research 3(2016) 179-193 , Available at SSRN: https://ssrn.com/abstract=33404722476-3160 (online)https://hdl.handle.net/10115/33177The use of a sport celebrity as a message source is a popular way how to convince many consumers around the world to buy and use different services. In the last decades, we have seen that many sport celebrities in a serial way promote products and services of different companies at the same time or in a sequence. Therefore, there arises a question of message source credibility and trustfulness. The main objective of this research paper is to study the world famous Spanish tennis player’s appearance, Rafael Nadal, as a message source in different companies’ advertisements and the kind of image he creates. In this sense, a content analysis technique and a face‐to‐face survey technique (328 subjects) have been conducted to know what the consumers’ attitudes towards serial sport endorsers are.engAttribution 4.0 Internationalhttps://creativecommons.org/licenses/by/4.0/Message Source, Sport Celebrity, Marketing Endorsers, Serial Advertiser, Semiotics, Content Analysis, Rafael Nadalinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/openAccess