Sökning: "Joanna Wahlberg"

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  1. 1. 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