Homepage > Catalog > Business economics - Offline Marketing and Online Marketing

Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan

Name: Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan
Price: 27.95 EUR
Availability: InStock
Author: Virginia Masár
ISBN: 978-3-668-32627-9

Bachelor Thesis, 2014

56 Pages, Grade: 95%

Virginia Masár (Author)

Excerpt

Content

I. Introduction

II. MARKETING
1. Marketing Definition
2. Marketing Mix
3. Integrated Marketing Communication
4. The Role of Promotion
4.1. The Promotional Mix
4.2. Advertising
5. The Communication Process

III. ENDORSEMENT
6. Definition of Endorsers
7. Celebrity Endorsement Strategy
7.1. Athlete Endorsement
8. Source Credibility and Source Attractiveness
8.1. Source Credibility
8.2. Source Atravtiveness
9. The Match-Up Hypothesis
9.1. Balance Theory
9.2. The Match-up Effect of Athlete Endorsements
10. The Meaning Transfer Model
11. Celebrity Selection
11.1. On-field and Off-field Attributes
11.2. TEARS Model
12. Risks
13. Advantages and Economic Value
14. Legal side
15. Measuring the Return on Investment (ROI)

IV. A CASE STUDY OF NIKE AND MICHAEL JORDAN
16. Nike, Inc
16.1. Company Information
16.2. Brand Image
16.3. Endorsement Strategies
17. Michael Jordan
17.1. Background Information and Economic Value
17.2. Influence on Nike’s Values
17.3. Air Jordan
17.4. Effect Measuring and Economic Value

V. Conclusions

VI. Bibliography

Excerpt out of 56 pages

Details

Title: Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan
Grade: 95%
Author: Virginia Masár (Author)
Year: 2014
Pages: 56
Catalog Number: V285682
ISBN (eBook): 9783668326262
ISBN (Book): 9783668326279
File size: 950 KB
Language: English
Keywords: athlete, endorsement, marketing, strategy, nike, michael, jordan

Quote paper: Virginia Masár (Author), 2014, Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan, Munich, GRIN Verlag, https://www.grin.com/document/285682

Comments