Sökning: "celebrity-athlete endorsement"

Hittade 1 uppsats innehållade orden celebrity-athlete endorsement.

  1. 1. The Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Anthony Grivas; Fabian Bratell; [2018]
    Nyckelord :sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

    Sammanfattning : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. LÄS MER