Sökning: "athlete endorsers"

Hittade 5 uppsatser innehållade orden athlete endorsers.

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

3. 2. Do Scandals Affect YOU as an Athletic Sportswear Consumer?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Melissa Bowen; Theresa Stumpf; [2015]
   Nyckelord :athletic sportswear brands; scandals; celebrity-athlete endorsers; sports marketing; purchasing behaviour; Business and Economics;

   Sammanfattning : Athletic sportswear brands endorse celebrity-athletes to promote the brand’s image and gain credibility by having these ‘experts’ associated with their brand. This marketing technique is often advantageous for sportswear companies. LÄS MER

4. 3. 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

5. 4. Athlete Celebrity Endorsement- utmaningar för AXA, HTH och V6

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Anna Hellkvist; Helena Nilsson; Maria Berggren; [2008]
   Nyckelord :Athlete celebrity endorsement; celebrity endorsement; endorsers; corporate identity management; corporate reputation; corporate branding; Management of enterprises; Företagsledning; management; Business and Economics;

   Sammanfattning : Syftet med denna uppsats är att undersöka hur företag använder celebrity endorsers i sina marknadsföringsstrategier. Vi valde att studera detta genom att välja tre svenska idrottsstjärnor i form av Susanna Kallur, Carolina Klüft och Kajsa Bergqvist. Vidare undersöker vi strategierna med hjälp av följande företag; AXA, HTH och V6. LÄS MER

7. 5. Svenska idrottsprofiler i reklam: älskar, älskar inte..Älskar!

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

   Författare :Per Norling; Pia-Maria Molin; [2007]
   Nyckelord :Swedish athletes; attitude towards the ad model; advertising effectiveness; characteristics; congruency; respondent`s interest in sports;

   Sammanfattning : The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish athlete endorser in a sports advertisement will increase its effectiveness. We examine which characteristics an athlete endorser needs to be able to make people form a positive attitude towards the athlete endorser and thereby make him or her successful in advertising. LÄS MER