Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan (Paperback) (ISBN-13: 9783668326279)

Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 95%, language: English, abstract: Companies try constantly to extend their markets by attracting different target customers and increasing their brand awareness. The present study investigates how and why endorsing their products by athletes is an always more extensively and popular tool in the companies' marketing mix. Michael Jordan, a retired American basketball star, who has gained lots of media attention, has endorsed numerous products. Especially his endorsement contract with Nike has become an excellent case study for the current trend of athlete endorsement in the international market. The results of this case study provide insights into factors that may influence the success of athlete endorsement as a company's marketing strategy.

Author: Virginia Mas疵
ISBN-10: 3668326274
ISBN-13: 9783668326279
Publisher: Grin Verlag
Language: English
Published: 11/14/2016
Pages: 64
Format: Paperback
Weight: 0.21lbs
Size: 8.27h x 5.83w x 0.15d