Search results for "sport marketing"

Celebrity endorsement: influence of fan identification and brand collision on brand awareness and perceived value

2020

El deporte es un fenómeno social y económico en continua expansión, que contribuye a la prosperidad y la solidaridad en los países desarrollados (Aragonés, 2014). Ha sido reconocido por el Comité Olímpico Internacional como una herramienta para el fomento de la paz y las relaciones entre diferentes culturas. En relación a su vertiente económica, sobre la que se centra la presenta tesis doctoral, los ingresos generados fueron de 127 millones de euros en 2015, tal y como habían señalado las previsiones (PWC, 2011) y dio empleo a 1.700 millones de europeos en 2016 (Eurostat, 2018). Además, dada su pujanza y crecimiento en las últimas décadas, la industria del deporte ha sido objeto de interés …

Sporta preču zīmolu veidošana un virzīšana tenisa industrijā Latvijā.

2017

Maģistra darba tēma ir “Sporta preču zīmolu veidošana un virzīšana tenisa industrijā Latvijā”. Sporta nozare ieņem arvien nozīmīgāku lomu ekonomikas veidošanā un patērētāju dzīvēs, līdz ar to pieaug sporta preču zīmolu mārketinga komunikāciju lomas nozīmība. Darba mērķis ir, pamatojoties uz iegūtiem teorētiskiem pamatojumiem un pētījuma rezultātiem, noskaidrot esošo situāciju sporta preču mārketinga komunikācijā tenisa industrijā, novērtējot vadošo zīmolu mārketinga aktivitātes un to atpazīstamību, kā rezultātā saskatīt jaunas iespējas sporta preču zīmolu attīstībai Latvijā tenisa industrijā. Galvenie darba uzdevumi ir vadošo teni…

Celebrity endorsements and congratulatory messages: Jordan v. Jewel Food Stores: A case of right to publicity versus commercial speech

2016

Product endorsements by athletes are common brand-building tactics. The brand receives additional consumer attention and goodwill created by the athlete. The athlete receives compensation that may exceed their player salary. However, local sport heroes create community pride for their accomplishments. Fans show their pride by congratulating the sport star. Is a local, non-endorsing company allowed to offer similar congratulations? In 2012, a US appellate court was asked to decide a case where Michael Jordan claimed that a Chicago grocery store chain's congratulatory message violated his right to publicity. Through an analysis of this legal case, this paper will discuss the following issues:…

Case study: adaptation of a marketing plan in "Salute", a Greek private fitness club

1999

Revisiting the Salt Lake City Olympic scandal: Would the outcome be different today?

2016

Many international sport organizations face bribery scandals resulting from its event bidding process. The International Olympic Committee (IOC) faced this type of scandal with the 2002 Olympic Winter Games. Two members of the Salt Lake City Organizing Committee (SLOC) faced 15 criminal charges from providing more than US$1.2 million in cash and gifts to entice IOC members to support its bid. Ultimately both SLOC members were acquitted of all charges. Can a new interpretation of the United States’ anti-bribery law, the Foreign Corrupt Practices Act (FCPA), be effective in preventing similar sport scandals? peerReviewed

What can Bilfinger teach Olympic sponsors?

2016

Bilfinger SE (Bilfinger) is a leading international engineering and services group (Bilfinger.com, 2015), and was a local sponsor of the 2014 FIFA World Cup. The company is accused of paying bribes through its subsidiary company, Mauell, (dw. com, 2015) to public officials in Brazil for contracts related to the 2014 World Cup (Cassin, 2015). The corruption allegations relate to orders to equip security command centers at twelve host cities during the 2014 World Cup in Brazil (dw.com, 2015). Because Brazil hosted the 2014 FIFA World Cup and will host the 2016 Summer Olympic Games, companies need to consider the risks of many international anti-corruption laws, such as Brazil’s anti-corruptio…