  An
Examination of Brand Management in the Global Economy with Specific Reference
to Sports Brands and Sponsorship (2008) 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.
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 How To Order 1. Select reference number busman0037 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
|