Sökning: "Laura Dolge"

Hittade 1 uppsats innehållade orden Laura Dolge.

1. 1. 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