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An Examination of Brand Management in the Global Economy with Specific Reference to Sports Brands and Sponsorship (2008)

Ref: busman0037
 
Due to the growth in competition in contemporary media environments sports organisations are becoming more and more preoccupied with their image. As a result of the high profile and fame that a sports personality attributes, they are utilised to help brands create a competitive advantage, allowing their advertisements to stand out in today’s cluttered media environment. It is recognised that this integrated communication strategy has the power to influence consumers, leading to the change in perception of a brand’s corporate identity and image by sustaining loyalty through purchase behaviour. The aim of this dissertation is to distinguish transnational purchase intentions as a repercussion of examining consumer perceptions towards celebrity endorsements between Italy and the UK. Secondary research was derived from an amalgamation of Internet sources, online databases, newspaper articles as well as academic journals in which a critical review of the current literature was examined. In order to grasp contemporary consumer behaviour and substantiate secondary sources, primary research was carried out in the form of triangulation using interviews, questionnaires and focus groups.
 
  • 15,000 words – 100 pages in length
  • Excellent use of literature
  • Excellent in depth analysis
  • Includes questionnaire and transcripts
  • Outstanding piece of work
 
Chapter 1: Introduction
Background                                                                         

Research Aims and Objectives                                        
Research Questions                                                                                  
Rationale for Research Topic
Design of Research Topic                                                
 
Chapter 2: Literature Review                                                     
Source Endorsements and the Brand                                        
The Positive Effects of Source Endorsements             
The Product Match Up Hypothesis                                              
The Negative Effects of Source Endorsements            
Source Endorsements and the Consumers
Source Credibility Model                                                   
Expertise
Brand Slam
Trustworthiness
Source Attractiveness Model                                                        
F.R.E.D.
Social Identity Theory        
Image Transfer Model        
Meaning Transfer and Cultural Foundations
Conclusion
Conceptual Framework
Consumer Antecedents                                                    
 
Chapter 3: Research Design                                                      
Research Approach                                                                       
Research Philosophy                                                                    
Research Strategy                                                              
Data Collection Methods                                                   
Interviews                                                                             
Pilot Interview                                                                                  
The Interview                                                                                   
Data Captive & Analysis of Interview                              
Focus Groups                                                                                  
Rationale behind the Focus Groups                                                       
Size of the Focus Groups                                                 
Composition and setting of The Focus Groups            
Plan for the Focus Groups                                                
Content of the Focus Groups                                                       
Data Capture and Analysis                                                           
Limitations                                                                           
Questionnaires                                                                               
Pilot Study                                                                            
On-line questionnaires                                                                  
Content of Questionnaires                                                           
Data Capture and Analysis                                                           
Limitations                                                                           
 
Chapter 4: Analysis                                                                                  
Analysis of Results                                                            
Biographical Findings from Questionnaire                               
Research Question 1                                                         
Advertising Recall and Recognition                                           
Focus Groups                                                                                  
Questionnaire                                                                                 
Brand Awareness                                                               
Publicity                                                                                
Attitudes towards ‘Source Endorsement Campaigns’
Research Question 2                                                                     
Social Identity Theory                                                                    
Research Question 3                                                                     
Social Credibility Model
Attractiveness                                                                                  
Expertise                                                                              
Credibility                                                                             
Familiarity                                                                            
Trustworthiness                                                                  
Sports                                                                                    
Media                                                                                    
Research Question 4                                                                     
 
Chapter 5: Conclusion                                                                
Introduction                                                                          
Summary                                                                             
Research Question 1                                                                     
Research Question 2                                                                     
Research Question 3                                                                     
Research Question 4                                                                     
Personal Reflection                                                                       
 
References
 
Further Reading
 
Appendices



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