Sökning: "Athlete Endorsement"

Visar resultat 1 - 5 av 7 uppsatser innehållade orden 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

3. 2. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

   Magister-uppsats, Umeå universitet/Företagsekonomi

   Författare :Matthieu BOUVIER; Marlène LESAULE; [2017]
   Nyckelord :Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

   Sammanfattning : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. LÄS MER

4. 3. We Love Horses - En kritisk diskursanalys av H&Ms marknadskommunikation (idrottssponsring) gentemot unga konsumenter

   Magister-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Joanna Von Arnold; Josefin Wahlberg; [2015]
   Nyckelord :H M; marketing communication; relationship marketing; celebrity endorsement; athlete endorsers; sports sponsorship; role model; fashion; young consumers; critical discourse analysis; strategic communication; childrens- and youth sports; equestrian sport; Business and Economics;

   Sammanfattning : Through a case study of H&Ms equestrian sponsorship this study aims to investigate the communicative aspects of sports sponsorships targeting a young audience, as well as its impact on the core values of children’s and youth sports in the Swedish society. Furthermore, this study intends to investigate and create further knowledge on how elite athletes are used by commercial businesses in order to build relationships with young consumers. LÄS MER

5. 4. Sport celebrities endorsement in advertising : The impact on French consumers

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Claire Segalen; Cindy Roux-Fougère; [2014]
   Nyckelord :Celebrity endorser; consumers’ perception; consumers’ attitude; brand image; advertisement; sport; athlete;

   Sammanfattning : Background:               People need to associate themselves to a reference group or tosomeone  they  admire.  Consumers  are  influenced  by  thesegroups  or  person.  Companies  have  therefore  to  adapt  their promotion strategy to reach consumers by this side. LÄS MER

7. 5. Creating Brand Awareness Through Event Marketing : The Off-Field Competition of Sportswear Companies in the Olympics

   Master-uppsats, Akademin för hållbar samhälls- och teknikutveckling

   Författare :Malin Marmbrandt; Laura Dolge; [2012]
   Nyckelord :Brand awareness; The Olympics; London 2012; Sponsorship; Ambush Marketing; Athlete Endorsement; Viral marketing;

   Sammanfattning : Date: May 30, 2012  University: Mälardalen University, Sweden  Program: MIMA- International Marketing  Course Name: Master Thesis (EFO705)  Title: Creating Brand Awareness Through Event Marketing  The Off-Field Competition of Sportswear Companies in the Olympics  Authors: Laura Dolge and Malin Marmbrandt  Purpose: The purpose of this paper is to research how companies are promoting themselves efficiently to increase brand awareness through advertisement in major sporting events, through viral marketing and athlete endorsement.  Research Questions: Firstly: What are the major differences and similarities between the official and non-official sponsors and their marketing activities when creating brand awareness in sporting events?  Secondly: How do official and non-official sponsoring companies increase brand awareness in sporting events through viral marketing activities?  Thirdly: How do official and non-official sponsoring companies increase brand awareness in sporting events through athlete endorsement?  Method: Data was collected with a qualitative multi-method approach that consists of observations of online social networks and media (netnography), and semi-structured interviews was applied. LÄS MER