Dissertations / Theses on the topic 'Athletics, marketing'
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Strode, James Patrick. "Donor motives to giving to intercollegiate athletics." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1148304953.
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Procházka, Michal. "Marketingová komunikace v atletice." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15666.
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Sports have become economic activity. Marketing, especially marketing communication has played an important role in its shift from pure nonprofit basis to more commercial character. The thesis examines development of communication in one of the sports, athletics (track & field) in the Czech Republic (CR). In terms of narrow approach to marketing in sports it focuses on these subjects - Czech athletic federation, meetings in the CR, Czech athletes. It analyzes level of communication, suggests solutions to improvement of athletics` status in the Czech Republic using promotion. It is one of the first sources of marketing communication in given sports branch.
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Driscoll, Gregory J. Tomasini Nathan. "An analysis of the working relationships between in-house and outsourced sports marketing departments in Division I-A college athletics." Chapel Hill, N.C. : University of North Carolina at Chapel Hill, 2006. http://dc.lib.unc.edu/u?/etd,170.
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Thesis (M.A.)--University of North Carolina at Chapel Hill, 2006.Title from electronic title page (viewed Oct. 10, 2007). "... in partial fulfillment of the requirements for the degree of Master of Arts in the Department of Physical Education, Exercise and Sports Science [Sport Administration]." Discipline: Exercise and Sports Science; Department/School: Exercise and Sport Science.
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Miller, Zachary Anderson. "Like and Shout: Brand Loyalty, Framing, and Fan Interactions on the BYU Football Facebook Page." BYU ScholarsArchive, 2018. https://scholarsarchive.byu.edu/etd/6922.
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This research is intended to provide the stewards of social media for Brigham Young University's football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon's football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs and provide valuable insights that will allow the universities to improve how and what they deliver on their Facebook pages.
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Thomas, Charles D. II. "Making Maniacs: How a Football and Basketball Promotion Campaign Fostered Fan Interest at Southern Methodist University from 1978 to 1981." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1372082819.
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Christiansen, Lucas A., Amanda E. Greene, and Charles W. Jones. "College Football Revival: Analyzing the Impact of Marketing Efforts on Key Stakeholders at a Division I FCS Commuter School." Digital Commons @ East Tennessee State University, 2019. https://dc.etsu.edu/etsu-works/4946.
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The current study examined the impact of a recently restarted football program and a new on-campus stadium on the alumni and students of a Division I FCS commuter school. Results showed that alumni felt more connected to the university because of the new football program, they were more satisfied with their overall game-day experience, and the new football stadium was more likely to increase their game attendance when compared to students. Supplementary analysis highlights key differences in how each group rated individual elements of the game-day experience and the mediums used by each group for obtaining team-related information.
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Kubicová, Zuzana. "Rozhodovací proces rodičů při výběru zájmového kroužku svých dětí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201700.
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This dissertation will describe the theory of Market Research focussing on the types and methods. The aim of the thesis is to analyse parent´s decision-making process when they are choosing clubs for their children. I will uncover the process of decision-making by questionnaire and will also find out the level of public awareness of athletics and the Athletics for kids project.
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Pinion, Tyson L. "Factors That Influence Alumni Giving at Three Private Universities." University of Toledo / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=toledo1471529964.
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Su, Yiran. "ATHLETIFICATION: ATHLETIC IDENTITY AS AN ASPIRATIONAL CONSUMPTION SIGNAL ON SOCIAL MEDIA." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/553392.
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Tourism and SportPh.D.
This dissertation focuses on the digital presentation of athletification, a process through which non-athletes incorporate an athletic identity into their self-concept. Although many studies have explored consumer behavior driven by team identification and how athletes manage impressions on social media, extant literature has devoted little attention to the symbolic meaning of virtual athletic identity and its impact on consumption from a non-athlete’s perspective. Using a multimethod approach, this dissertation is divided into three standalone essays and examines the following in the context of influencer marketing: 1) the use and role of digital athletic identity in building a digital self-brand; 2) the motivation and consequences of constructing a digital identity; and 3) the impact of a digital athletic identity on consumers. This dissertation contributes to the literature by constructing a theoretical foundation for athletification as a self-branding tool on social media and uncovering its influence on consumers’ attitudes and behaviors. These studies offer insights for social media influencers and marketers attempting to leverage their impacts on consumers. Findings also provide actionable strategies that could improve the promotional messages presented online.
Temple University--Theses
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Maddock, Paul Andrew II. "The Economic Implications of NBA Player Achievements on Athletic Apparel Companies." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/cmc_theses/1895.
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This paper aims to measure the economic impact of different NBA player achievements on the athletic apparel companies, Nike, Adidas, and Under Armour. It looks at players affiliated with the brands who participated in three different events in the NBA from from 2007 to 2017: the All-Star game, the All-NBA awards, and starting lineups in the Finals. Monthly stock returns for each company were calculated for the months the events took place: January, February, May, and June. The return of each company was then regressed on total number of players each company had in the events. Four total regressions were run for the months of January, February, May, and June. Understanding the economic implications of endorsed players participating in these events can help athletic apparel companies draft more cost efficient endorsement contracts.
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McCutcheon, Bruce E. "Effectiveness of a marketing model designed to increase attendance and revenue capabilities for non-revenue athletic programs." The Ohio State University, 1988. http://rave.ohiolink.edu/etdc/view?acc_num=osu1249059846.
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Bosco, Kayla. "Sport fan satisfaction with the Kansas State Athletic Department’s social media content." Kansas State University, 2012. http://hdl.handle.net/2097/13728.
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Master of ScienceDepartment of Journalism and Mass Communications
Steven Smethers
The college sports industry is seeing a change in its marketing strategies with the rise of the popularity of social media. Facebook and Twitter are the two most common social networking sites used by intercollegiate athletic departments. Not only are these outlets used to foster two-way communication with fans, but they are also used as advertising and public relations tools. The purpose of this study is to compare the Kansas State University of Intercollegiate Athletics’ social media objectives and content with the level of satisfaction among representatives of the K-State fan base. Is the athletic department producing the social media content that their fans want to see? In order to gain a better understanding of the nature of the study, in-depth interviews were conducted with various staff members in the K-State Department of Intercollegiate Athletics to determine the social media objectives and to gather their opinions on the content. From there, two focus groups were conducted to ascertain the level of satisfaction among K-State fans with the current content. One group consisted of students while the other group contained K-State alumni. Findings showed that fans were pleased with certain aspects (i.e. score updates on @kstategameday, conciseness of Twitter, videos, etc.) but wanted to see more of other items such as K-State trivia, behind the scenes footage and more on student-athletes. The information gathered was then used to provide suggestions for future social media strategies within the K-State Athletics Department. The recommendations will help to enhance communication with fans and satisfy their social media needs as they relate to K-State Sports.
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James, Kevin R. "Attitudes towards female sports stars as endorsers." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2000. https://ro.ecu.edu.au/theses/1519.
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Successful and popular sports people have often been utilised as celebrity endorsers to encourage consumers to purchase goods and services. While male sports stars have a well-documented history as product endorsers, their female counterparts have been infrequently used, rarely studied and occasionally mismanaged. Using the dimensions that influence the credibility of a celebrity endorser, this study specifically examines consumer attitudes towards female sports stars as endorsers. Respondents intention to purchase was measured for three different products. As well, the attitude towards perceived attractive and non-attractive female sports stars was also explored. A three stage design, comprising of focus groups, specific target group surveys and a final large sample survey of university students was employed to capture public attitudes. T -tests and analysis of variance were used in the data analysis. The differing attitudes in regards to attractiveness was the highlight of the study. While gender affected some attitudes and the perceived attractiveness of the sports star produced some significant results, the findings suggested that expertise was a much more important factor to induce consumers to purchase products.
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Price-Rhea, Kelly. "Great score! But What About Her Hair? – When Performance Isn’t Enough." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/5533.
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Craft, Brandan. "Why Branding Can Increase a Professional Athlete's Value: A Rationale for Designer Engagement." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1212006927.
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Cooper, Coyte G. "NCAA website coverage an analysis of gender and individual sport team coverage on intercollegiate athletic home Web pages across multiple divisions /." [Bloomington, Ind.] : Indiana University, 2007. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3297080.
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Thesis (Ph.D.)--Indiana University, School of Health, Physical Education and Recreation, 2007.Title from dissertation home page (viewed Sept. 26, 2008). Source: Dissertation Abstracts International, Volume: 69-02, Section: A, page: 0677. Adviser: Paul M. Pedersen.
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Arend, Kara M. "Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements." Bowling Green State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1429281712.
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Mathieu, Jean-Paul, Victor Videgren, and Auf Der Stroth Alexander Jost. "Users motivational drives to engage with athletes on social media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75969.
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Title: Users motivational drives to engage with athletes on social media Authors: Victor Videgren, Alexander Jost Auf Der Stroth, Jean-Paul Mathieu Supervisor: Viktor Magnusson Examiner: Åsa Devine Background: With social media becoming a more and more prominent tool of communication within sports marketing, athletes stand to gain much by implementing it in their branding and marketing efforts. However, existing literature on the matter inclined that further research in which the perspective of the user was taken, thus advancing the understanding of user engagement motivation toward these athletes on social media networks. This study adapted the Uses and Gratifications theory in which six motivational categories had been summarized, these being: Informational, Entertainment, Remunerative, Social, Communicative and Convenience. Purpose: The purpose of this study is to describe what motivates users to engage with athletes on social media. Methodology: This work has incorporated a qualitative approach sided with a descriptive purpose. The empirical findings were collected through semi- structured interviews. Furthermore, these findings are coded and analysed by taking inspiration from grounded theory. Analysis: The empirical data was discussed within six motivational categories and was used to describe existing theory. Through the process of analysis, patterns of motivational theories interrelating with each other emerged. These being, a common interest which led users to engage with athletes, honesty and transparency which is what users saw and appreciated in the athlete and finally, the building of relationship which was what created from the engagement with athletes on social media. Conclusion: Through the analysis of the motivational drives patterns were discovered regarding users’ motivations to engage with athletes. The three patterns discovered interrelate with each other and are interpreted to be the typical motivation of a user to engage with an athlete on social media. The motivational patterns are “common interests with athlete”, second being the “transparency of athletes” and third “building a relationship” Keywords: Athlete branding, Social media, Uses and Gratification theory, Motivation, Engagement, Marketing, Grounded theory
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Howat, Edward G. "Factors Influencing Student-athlete Choice of Institution." Digital Commons @ East Tennessee State University, 1999. https://dc.etsu.edu/etd/2923.
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The purpose of this study was to determine the factors that influenced prospective student-athletes to attend East Tennessee State University. Using a qualitative research design, interviews were conducted with 36 freshman scholarship student-athletes. Participants represented student-athletes from each sport. A literature review covered the history of intercollegiate athletics, the history of recruiting student-athletes, the process of recruiting student-athletes, and the decline of public perception towards intercollegiate athletics. Results from the interviews were analyzed using inductive analysis. Patterns, themes, and categories of analysis emerged from the data. The data from the interviews were then unitized and categorized. The categorized units were used to formulate grounded theory. The computer software package QSR NUD.IST 4.0 was used for analyzing the data. Results showed that the ETSU campus personnel were the most influential to prospective student-athletes in deciding to attend East Tennessee State University. The coaching staff at ETSU was mentioned by 27 (75%) of the interviewees. Other ETSU campus personnel were mentioned by 18 (50%) of the interviewees. Finally, current team members were mentioned by 16 (44%) of the interviewees. Facilities located at ETSU were also influential to prospective student-athletes. The dormitories were mentioned by 16 (44%) interviewees. The recently renovated athletics weight room was mentioned by 12 (33%) interviewees. Finally, the Memorial Center was mentioned by 10 (28%) of the interviewees as being influential in the decision-making process. Lastly, 15 (42%) of the interviewees mentioned their academic interests were best served by attending East Tennessee State University. The Quillen College of Medicine was a big factor to several interviewees. The reputation of the College of Business was important to a couple of prospective student-athletes. Also, many interviewees mentioned that the size of the university was influential to them academically. There were eight recommendations that emerged from the study. The first is that the ETSU coaching staff should continue to be heavily involved in the recruiting process. Secondly, the coaching staff should recognize that prospective student-athletes find the people at ETSU very helpful and friendly. Prospects should meet as many people on campus as possible. The third involves the information sent to prospects in the form of letters. A series of letters should be developed to highlight the strengths of ETSU, to include: the academic strengths of ETSU, the dormitories, the coaching staff, the athletic facilities, the newly constructed library, the Trip-Cities area, the Southern Conference, the recent success of the individual athletic programs, and the strength of schedule. The fourth is scheduling official visits during times the current team members are on campus. The fifth includes scheduling tours of the athletics facilities, to include a visit to the weight room. The sixth is athletic programs that have experienced recent success should highlight this success as much as possible to prospective student-athletes. The seventh is for the coaching staffs to determine the academic interests of the prospects early in the recruiting process. The last recommendation is that all female prospects tour Luntsford Apartments during the official visits.
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Geyer, Oliver. "Einzelsportler-Sponsoring als Instrument der Unternehmenskommunikation /." Hamburg : Kovac, 2008. http://www.verlagdrkovac.de/978-3-8300-3634-0.htm.
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Saritmuthakul, Natsuda. "Female sports endorsement and attitudes toward brands and advertisements." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2861.
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Mirkovic, Veronika. "“We Always Have to be the Nice Ones, be the Ladies”: A Postfeminist Analysis of how Sports Marketing Reflects Female Athletes’ Lived Experiences." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21703.
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Current debates about representations of female athletes in the media consist mainly of textual analyses research produced by scholars who observe the topic from different theoretical frameworks. To better comprehend the relation between women athletes and media’s representation of them, in particularly advertising, this thesis aims to converse with up-and-coming professional and collegiate sportswomen as a way to examine what kind of correlation, if any, there is between sports commercials’ portrayals of female athletes and their actual reality. As there has been a shift in sports marketing approaches towards women through ‘femvertising’ (which challenges traditional gender stereotypes), a common belief is that gender equality in sport has been achieved. Taken as my case study, I use Nike’s commercials I Feel Pretty (2006) and Dream Crazier (2019) as auxiliary ‘props’ to get the discussion about advertisements’ representations of female athletes off ground in my conversations with several women athletes. Nike stands as one of the most prominent sporting brands in the world, and since the early 90s, the brand has been leading in “female athlete empowerment” advertising. Thus, by conducting a focus group interview in addition to in-depth semi-structured interviews with women athletes from the United States and Europe, the analysis draws on a postfeminist critique as a way to better understand the relation between the representations of sportswomen in sport advertisements versus their real-life experiences. Ultimately, the results of this research work imply that even though sport brands make a good case for the visibility of sportswomen, it does not match the experiences of the female athletes without celebrity status. Finally, this thesis is a contribution to the field of media and communication studies as it privileges the voices of up-and-coming professional and collegiate female athletes. It serves in hope of inspiring other scholars to further investigate sport in relation to gender and media through the lived experiences of the sportswomen about which they theorize.
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Tunsarawiput, Onvadee. "Golfer celebrity endorsements on consumers' attitude toward the advertisement and the brand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2877.
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Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.
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Švelnys, Ramūnas. "Lietuvos fechtavimo sporto sistemos valdymo ypatumai jaunų sportininkų ugdymo kontekste." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_114421-18385.
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Darbo objektas: Lietuvos fechtavimo sporto sistemos valdymo ypatumai jaunų sportininkų ugdymo kontekste.
Darbo tikslas: išanalizuoti Lietuvos fechtavimo sporto sistemos valdymo ypatumus jaunų sportininkų ugdymo kontekste.
Uždaviniai:
1. Atskleisti sisteminio valdymo ypatumus;
2. Pristatyti Lietuvos fechtavimo sporto sistemos valdymo ypatumus Lietuvos kūno kultūros ir sporto sistemos kontekste;
3. Pristatyti sporto valdymo patirtis jaunų sportininkų ugdymo kontekste ES;
4. Ištirti Lietuvos fechtavimo sporto valdymo ypatumus jaunų sportininkų ugdyme vertinant organizacijų vadovų ir trenerių požiūrį.
Tiriamieji klausimai:
1. Fechtavimo sporto sistema ir jos sandara Lietuvos kūno kultūros ir sporto sistemos kontekste;
2. Jaunų sportininkų ugdymo ypatumai ES;
3. Jaunų sportininkų ugdymo ypatumai Lietuvos fechtavimo sistemos vadovų ir trenerių požiūriu bei ES kontekste
Išvados:
Lietuvos fechtavimo sporto sistema yra socialinė sistema, Lietuvos kūno kultūros ir sporto sistemos sudėtinė dalis. Lietuvos fechtavimo sistemą sudaro šie elementai: LFF, 2 SMĮ bei 5 klubai. Šiuos elementus sieja tarpusavio ryšiai bei ryšiai su kitomis nacionalinėmis ir tarptautinėmis socialinėmis sistemomis.
Lietuvos fechtavimo sporto sistemos organizacijos siekia užtikrinti jaunų sportininkų ugdymo sąlygas bendradarbiaudamos ir pasidalindamos veiklos sritimis. Tiek vadovai, tiek treneriai jaunų fechtuotojų ugdymo situaciją vertina panašiai, tačiau tik patenkinamai. Jaunų sportininkų ugdymo ypatumai ES... [toliau žr. visą tekstą]Object: Lithuania fencing sport system management features in the context of young athletes training Aim: to analyze Lithuania fencing sport system management features in the context of young athletes training. Objectives: 1. To reveal systematic management features; 2. To introduce Lithuanian fencing sport system management features in the context of Lithuanian Physical Culture and Sports System; 3. To introduce sports management experience for young athletes training in the context of the EU; 4. To examine Lithuania fencing sport system management features in the young athletes training context. Research Questions: 1. Fencing sport system and its structure in the context of Lithuanian Physical Culture and Sports System; 2. Educational characteristics of young athletes in the EU; 3. Young athletes training features on the Lithuania fencing system managers and coaches' point of view and the EU context. The conclusion: Lithuanian fencing sport system is a social system, the component of Lithuanian Physical Education and Sports system. Lithuania fencing system consists of the following elements: LFF, 2 sports training schools and 5 clubs. These elements are linked between and creates relationships with other national and international social systems. Lithuania fencing system organizations ensure young athletes training by collaboration and sharing activities. Both the managers and coaches evaluate the situation of young fencers education similarly, but only satisfactorily... [to full text]
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Williams, Claire Marie. "“The Rise of Skirt Culture”: A Multi-Faceted Analysis of Running Skirts and the Skirt Chaser 5k Race Series." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1280789526.
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Anrog, Oscar, and Malla Rodi El. "Relationen mellan sportagent och fotbollsspelare ur en fotbollsspelares perspektiv." Thesis, Högskolan Dalarna, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:du-30467.
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This study aims to investigate how the relationship between a football player and a sports agent function and look like in Sweden and how it possibly could be improved. The relationship between a football player and a sports agent is a central and important part in the world of football, a part which does not get the right amount of attention. Previous research in this field is also difficult to access, which is why this study is made. The study is of a qualitative nature in which semi-structured interviews were designed to obtain empirical data material. The relationship between said parties is based on a mutual trust where the sports agent’s purpose is to handle the administrative matters as contract negotiations, while the football player’s main focus is to perform in his sport/football games. The power in the relationship is relatively evenly distributed. The sports agent has a central role regarding the administrative matters, on the other hand it is the football player who makes the final decision because it can have an impact on his life and career. Conflicts of interest are something that can arise in the relationship between the football player and the sports agent, a conflict of interest which could be based on various reasons, such as financial conflicts or conflicts based on a lack of time and availability for their client (football player) because of the number of clients that the sports agent represents. In order to possibly improve the relationship between the football player and the sports agent, relationship marketing and its basic concept can be applicable. A concept that implies that one party involves the other and has the other partner in mind in the event of situations and where it’s an even distribution of the decision making in the relationship.Denna studie avser att analysera hur relationen mellan en fotbollsspelare och sportagent kan se ut och hur relationen eventuellt kan förbättras. Relationen mellan fotbollsspelare och sportagent är en central del av fotbollens värld som det inte riktas tillräcklig uppmärksamhet kring. Tidigare forskning inom området är också svåråtkomlig, därav uppkomsten av studien. Studien är av kvalitativ karaktär där semistrukturerade intervjuer utformats för att erhålla empiriskt datamaterial. Relationen mellan parterna, fotbollsspelare och sportagent, grundar sig i ett gemensamt förtroende för varandra där sportagentens syfte är att hantera de administrativa ärendena likt kontraktsförhandlingar, medan fotbollsspelarens huvudfokus är att prestera i sitt idrottsliga utförande. Maktförhållandet i relationen är relativt jämnt fördelat. Sportagenten har en central roll gällande de administrativa delarna, det är å andra sidan fotbollsspelaren som tar det slutgiltiga beslutet på grund av att det kan ha en påverkan på hens liv och karriär. Intressekonflikter är något som kan uppstå i relationen mellan fotbollsspelare och sportagent. En intressekonflikt kan grunda sig i varierande orsaker, exempelvis finansiella intressekonflikter eller konflikter som grundar sig i en avsaknad av tid och tillgänglighet för sin klient (fotbollsspelaren), på grund av antalet klienter som sportagenten representerar. För att eventuellt förbättra relationen mellan parterna fotbollsspelare och sportagent kan relationsmarknadsföring och dess grundläggande koncept vara applicerbart. Ett koncept som innebär att man involverar och har sin samarbetspartner i åtanke vid förekommande situationer samt att beslutsfattande fördelas jämnt i relationen.
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Ribeiro, Rogerio B. "The Relationship Between the Behaviors of the Top 50 Most Endorsed Athletes in the World and the Monetary Value of Their Endorsement Deals." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/honors/347.
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The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order to make these athletes the face of their companies. This research investigates the relationship between the monetary values of the top 50 most endorsed athletes in the world and their behaviors. Companies spend millions of dollars every year on endorsement deals, so it is important that they pick the right athlete to represent them. Furthermore, the athletes that are being endorsed need to know if there is a possibility of gaining or losing endorsements based upon their behaviors. The methodology in this research utilizes Analysis of Variance to investigate this relationship.
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Senate, University of Arizona Faculty. "Faculty Senate Minutes January 22, 2018." University of Arizona Faculty Senate (Tucson, AZ), 2018. http://hdl.handle.net/10150/626508.
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Peláez-Alegría, Pierre-Dereck. "Análisis de los procesos en la comunicación corporativa de los clubes profesionales de Lima: estudio exploratorio." Bachelor's thesis, Universidad de Lima, 2016. http://repositorio.ulima.edu.pe/handle/ulima/3116.
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El fútbol peruano atraviesa una crisis institucional, económica y deportiva a consecuencia de la informalidad con la que han sido gestionados los clubes deportivos locales. Sin embargo, no se necesita ir muy lejos para comprobar que las entidades deportivas, gestionadas adecuadamente, y adaptando herramientas del ?management? a sus modelos de negocio, entre los que destaca la comunicación corporativa, han logrado convertirse en instituciones sólidas, reputadas y exitosas. En ese sentido, resulta preciso advertir cuál es el valor que se le da al corporate en dos de los clubes de fútbol más sólidos del campeonato local (Sporting Cristal y la Universidad San Martín de Porres); del mismo modo, es oportuno conocer la forma en la que se viene desarrollando la comunicación en ambas instituciones; lo cual permitirá realizar una primera aproximación al estado de esta importante herramienta del management en las entidades deportivas nacionales.Trabajo de investigación
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Zullo, Robert Humphreys. "An examination of outsourced marketing in Division I intercollegiate athletics." 2005. http://purl.galileo.usg.edu/uga%5Fetd/zullo%5Frobert%5Fh%5F200508%5Fphd.
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Pratt, Angela N. "Integrated Impression Management: How NCAA Division I Athletics Directors Understand Public Relations." 2010. http://trace.tennessee.edu/utk_graddiss/905.
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The sport industry has become an enormous cultural and economic force across the globe. Yet it is one that is largely understudied in regards to public relations. In the United States, intercollegiate athletics—particularly football and men’s and women’s basketball—garners a tremendous amount of attention from media, the government, sports fan communities, merchandisers and scholars. However, there is scant research on public relations within intercollegiate athletics departments.
Therefore, the purpose of this study is to learn how intercollegiate athletics directors (ADs) from National Collegiate Athletic Association (NCAA) Division I institutions with major basketball programs understand public relations, overall and in the context of men’s and women’s basketball coaches. For this study, a phenomenological approach was used. Twelve ADs were interviewed, and their transcripts were analyzed using comparative analysis procedures.
The findings show that the overall understanding of public relations to the participants is integrated impression management: a combination of image, message, and action/interaction. The ADs associated public relations with marketing, branding, communication, media relations, community/university relations, fundraising and crisis management. They expressed a range of responsibility within their organizations for public relations, as well as related issues and challenges. They also associated some specific responsibilities and challenges regarding public relations to the context of men’s and women’s basketball coaching. The results of this study imply that despite some scholars’ insistence that public relations is a distinct discipline from marketing, executives do not necessarily separate the two.
The findings of this study aid in understanding how public relations might be evolving within intercollegiate athletics. Learning how those with power and influence in this industry understand public relations can help intercollegiate athletics departments with the root and ramifications of some major challenges. For scholars, this presents an opportunity to test and develop theory, as well as to identify trends, changes and solutions for public relations in an industry with cultural power and influence.
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Sims, Wade Ryan. "Examining the rise and role of college athletics as a business : brand management and brand power in Division I intercollegiate athletics." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-12-2647.
Full textAbstract:
This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the theoretical framework referenced by the social identity theory, disposition theory and identity through mass media, this paper offers a look into the reasoning for America’s strong affinity towards college athletics. Resulting in a mass market for intercollegiate sports delivered though various media outlets, and the business models that conferences and television networks operate in an effort to capitalize on their demand. In addition, the observation and analysis for organizational dissension between conferences and membership is explored in order to better understand the reasoning for shifts between university teams and conferences.text
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"Winning the Recruiting Game: The Student-Athlete Perspective." Doctoral diss., 2019. http://hdl.handle.net/2286/R.I.54818.
Full textAbstract:
abstract: College sports in America represent a multibillion dollar industry. Recruiting collegiate student-athletes not only is costly for university teams, but is integral for their long-term success. Universities spend substantial amounts of money to recruit student-athletes, yet relatively little academic work has focused on understanding the athletic recruiting process. While NCAA policy regulates when communication is allowed between coaches and student-athletes, there is a lack of literature investigating what the communicative aspects of athletic recruiting entail. Thus, the purpose of this dissertation is to unpack the student-athlete experience of collegiate athletic recruitment. It builds on theoretical work from organizational and interpersonal communication, as well as management and marketing, to extend existing knowledge of student-athletes’ college choice. Specifically, a conceptual model is presented that includes how student-athletes’ expectations and relationships during athletic recruitment contribute to an overall affinity for the university that, in turn, influences choice.
Thirty Division I student-athletes from six different sports participated in focus groups to discuss their recruitment experiences. Taking a grounded theory approach to the focus group transcripts, thematic analysis illuminated what was most memorable for student-athletes about their recruitment, what expectations they had for the process, and what relational benefits they sought when making their college choice decision. Findings reinforced the prominence of communication in the recruitment process, and indicated the importance of interpersonal relationships, authentic communication, and a customized recruiting experience. This work represents the start of a scholarly trajectory which will further conceptualize and test the relational elements of athletic recruiting. Future directions, as well as theoretical and practical implications, are discussed.Dissertation/Thesis
Doctoral Dissertation Communication 2019
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Lopes, Marta da Silva. "Corrida novas oportunidades: Porquê participar?" Master's thesis, 2009. http://hdl.handle.net/10071/1950.
Full textAbstract:
Existem poucos estudos sobre as provas de atletismo, tendo em conta a sua importância na sociedade. O propósito deste Projecto Empresa, é esclarecer uma questão que foi levantada pela HMS Sports Consulting, que pretendia perceber as motivações da prática deste desporto, pelo que este projecto é a resposta a esta necessidade específica, bem como um complemento ao tema.
O estudo foi baseado na literatura sobre o tema, que teve, em última análise, impacto directo no questionário elaborado, direccionado aos participantes da prova Corrida Novas Oportunidades – Aprender Compensa, que se realizou no dia 17 de Maio de 2009, cuja organização esteve a cargo da HMS Sports Consulting.
É possível aferir da análise de dados realizada, que as principais motivações para a prática de provas de atletismo são essencialmente o entretenimento, a prática do mesmo e o convívio social.
O futuro deste tipo de eventos terá mais sucesso se as empresas do ramo desportivo e os cientistas sociais, conjugarem esforços no sentido de investigar, melhorar e compreender esta temática.There are only a few studies related to athletics events, considering their importance in our society. The main purpose of this Project is to clarify a concern raised by HMS Sports Consulting, which would like to understand the motivations for the practice of this sport. The main purpose of this work is to point out a possible answer to this specific need, as well as a complement to the subject. The study was based on the theoretical frame, which had a directly impact on the questionnaire directed to the Corrida Novas Oportunidades – Aprender Compensa participants, held on May 17, 2009, which organization was in charge of the HMS Sports Consulting. With the data analyses, it’s perfectly understandable that the main motivations for the practice of athletics are essentially the entertainment, the practice for itself and the social interaction. The future of such events will be more successful if the companies working with sports and social scientists gather to investigate, improve and understand this issue.
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Kuklík, Jan. "Aktivace sponzoringu u partnerů Českého atletického svazu." Master's thesis, 2021. http://www.nusl.cz/ntk/nusl-437714.
Full textAbstract:
Title: Sponsorship activation of partners of Czech Athletic Federation Objectives: The aim of thesis is to create proposals for activating sponsorship for intentionally selected entities in connection with the Czech Athletic Federation on the basis of their own observations, case studies and in- depth interviews. The secondary goal is to evaluate the profile of companies in the role of sponsors and to determine the proposal for activations as a new discipline. Methods: Qualitative research based on in-depth interviews with representatives of selected companies, a case study and analysis of secondary data from documents dealing with athletics were used to determine specific activation proposals. Results: The results obtained from the research and the analysis of the profile of the Czech Athletic Federation and selected companies were used to determine specific proposals for activations for individual companies with involvement in Czech sports practice. Keywords: athletics, marketing communication, new media, sponsorship activation
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Lopes, Rafael Gonçalo da Costa Carvalho. "Projecto estratégico para voos mais altos: Escola de Salto com Vara da FPA." Master's thesis, 2011. http://hdl.handle.net/10071/4051.
Full textAbstract:
Na actual conjuntura económica os patrocinadores olham com muito mais cuidado para os seus programas de patrocínio, investindo apenas naqueles que lhes garantam retorno.
É neste contexto que se desenvolve este trabalho sob a lógica de um Projecto Empresa. Preocupado com o desenvolvimento do Salto com Vara em Portugal, este projecto pretende criar soluções de financiamento para a Escola de Salto com Vara da FPA.
O desafio reside na transformação da “Escola-paradigma” nacional daquela disciplina do Atletismo pouco ou nada conhecida da população portuguesa actualmente, numa organização desportiva atraente para as empresas que pretendem patrocinar desporto.
Para o desenvolvimento da Estratégia a seguir, foi feito inicialmente um enquadramento teórico sobre o tema. Após essa fase, analisou-se o ambiente geral onde se insere a Escola de Salto com Vara da FPA e a prória Escola internamente. Procedeu-se também ao “benchmarking”, e realizaram-se entrevistas e “focus groups” para extrair conclusões.
Os dados recolhidos demonstraram que o principal motivo pelo qual as empresas patrocinam o Desporto prende-se com a Notoriedade. Por outro lado, o Patrocínio Desportivo motivado pela Responsabilidade Social já teve melhores dias, desafiando as modalidades desportivas a dotarem-se de procedimentos que chamem pessoas aos Estádios e aos Pavilhões.
Tais conclusões estiverem na base da definição do Plano de Actividades para a Escola de Salto com Vara da FPA, assente em actividades desenhadas para garantir o máximo retorno do investimento feito pelos potenciais patrocinadores.In the present economic environment, sponsors are now looking hard at their sponsorships and increasingly demanding a demonstrable return on their investments. It‟s within this context that this work is developed under the logic of a Company Project. Concerned with the development of Pole Vault in Portugal, this project aims to solve the funding problems of the Pole Vault School of the Portuguese Athletics Federation (FPA). The challenge lies in transforming the “paradigm” School of that Athletics discipline little or nothing known by the Portuguese population, nowadays, to a sports organization attractive to companies interested in sponsor sports. To develop a strategy, a theoretical framework on the issue was written. After that phase, it was analyzed the external environment of the Pole Vault School and the School itself. Benchmarking was done, interviews and focus groups were conducted to draw conclusions. The data collected showed that the main reason why companies sponsor sport relates to Awareness. Moreover, the Sports Sponsorship motivated by Social Responsibility has had better days, challenging sports to equip themselves with procedures that draw people to the stadiums and pavilions. Such conclusions supported the definition of the Business Plan for the Pole Vault School of FPA, based on activities designed to ensure maximum return on the investment made by potential sponsors.
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Hollins, Tyson. "Guide to marketing athletes to professional football." 2005. http://www.oregonpdf.org.
Full text
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Cunha, Gonçalo Gomes. "Avaliação do impacto de grandes provas de corrida em Lisboa." Master's thesis, 2019. http://hdl.handle.net/10071/19431.
Full textAbstract:
A organização de grandes eventos desportivos em Lisboa é uma realidade cada vez mais premente, bem como a elevada participação nos mesmos. A prática de corrida constitui um desporto popular pelas ruas da cidade, pelo que se optou por focar a análise apenas neste tipo de provas.
Associado ao aumento do número de eventos, surgiu o interesse em perceber qual o impacto económico que os gastos dos visitantes têm dentro da cidade de Lisboa. Os estudos relacionados com o impacto económico são, muitas vezes, deturpados e construídos em bases irrealistas de modo a que se possam obter resultados favoráveis, que justifiquem o investimento realizado.
Neste trabalho exploratório, optou-se pela aplicação da metodologia DEA – Direct Expenditure Approach, de modo a calcular o impacto económico direto e pela aplicação de multiplicadores de modo a se calcular o impacto económico indireto e induzido. Com a metodologia utilizada, foi possível calcular um resultado de impacto económico total baseado numa perspetiva conservadora, que não empolasse resultados e que fosse o mais próxima possível da realidade.
Ainda que o impacto económico seja considerado a principal métrica de avaliação do impacto de um evento, optou-se por, de uma forma complementar, efetuar uma análise de sentimentos aos comentários extraídos das páginas das provas de corrida na rede social Facebook. Com base na metodologia CRISP-DM e no software Lexalytics, os comentários foram classificados em positivos, neutros e negativos. Assim, tornou-se possível avaliar qual a perceção dos atletas acerca das provas e de Lisboa.The organization of major sporting events in Lisbon is an increasingly pressing reality, as well as the high participation in them. Running is a popular sport on the streets of the city, so it was decided to focus the analysis only on this type of competition. Related to the increase in the number of events, there was an interest in understanding the economic impact that visitor spending has within the city of Lisbon. Studies related to the economic impact are often distorted and built on unrealistic bases so that favorable results can be obtained in order to justify the investment made. In this exploratory work, the DEA - Direct Expenditure Approach methodology was applied in order to calculate the direct economic impact. In order to calculate the indirect and induced economic impact, multipliers were applied. With the methodology used, it was possible to calculate a total economic impact result based on a conservative perspective, which did not impinge on results and was as close as possible to reality. Although the economic impact is considered the main metric for assessing the impact of an event, it was decided to, in a complementary way, make a sentiment analysis to the comments extracted from the race test pages on the social network Facebook. Based on the CRISP-DM methodology and Lexalytics software, the comments were classified as positive, neutral and negative. Thus, it was possible to assess the athletes' perception of the competitions and Lisbon.
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LIEN, CHI-CHUNG, and 連啟仲. "The Effect of Self-Monitoring on Athletic Brand Attitude: Moderating by Placement Marketing and Brand Endorser." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/76966789844534424926.
Full textAbstract:
碩士銘傳大學
國際企業學系碩士在職專班
105
In recent years, the majority of sports culture is getting popular in Taiwan. As the rapid flow of information, many new type exercises, which are different from the past, have introduced in Taiwan. Thus, unlike the last well-known sports-related brands (e.g. NIKE, Adidas, etc.), there are many professional sports related brands continue introduce in Taiwan. Each of the brands has their own marketing strategy to sales its own products, to open up a new market becomes an important issue for the brands. This study will be focused on the self-monitoring model of sports brand marketing, using the consumer attitude as a discussion and the embedded of marketing practices and spokesperson marketing as a way to interfere with the market to understand the consumer attitudes. The hypotheses of this study are: (1) The level of self-monitoring of consumers has a positive effect on consumer brand attitude. (2) Using sports video as placement strategy has a positive impact on consumer brand attitudes. (3) Using the relevant professional spokesperson strategy has a positive impact on the consumer brand attitude (4) High level of self-monitoring, low consumer differences in sports embedded video marketing strategy, and have a positive impact on consumer brand attitude. (5) Self-monitoring level (high vs. low) has a positive impact on consumer attitude when using of professional spokesperson strategy. Based on the above, two questionnaires were designed to facilitate the sampling, through the personnel access survey method and the network questionnaire survey method to carry out sample collection, a total of 593 questionnaires were collected, deleted the invalid questionnaire, a total of 483 valid questionnaires were issued for 106/02/01 ~ 106/03/31. The empirical analysis results in this study: (1) Consumers self-monitoring level of high and low differences, for the consumer brand attitude has a positive impact, is supported. (2) Marketing strategy using sports embedded video into the marketing strategy for consumers has a positive impact on their brand's attitude is not supported. (3) Marketing strategy using the relevant professional spokesperson strategy for the consumer brand attitude has a positive impact, is supported. (4) The hypothesis that self-monitoring level has a positive impact on consumer attitude toward the brand in consumer sports embedded video is not supported. (5) Self-monitoring of high and low differences in the use of professional spokesperson strategy for consumer brand attitude has a positive impact has not established.
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Horan, Mary Rebecca. "Where's the buzz? why no one is talking about lululemon athletica's sustainability initiatives." 2011. http://hdl.handle.net/1993/4510.
Full textAbstract:
Many highly recognizable apparel brands are voluntarily adopting corporate social and environmental sustainability plans. This thesis evaluated the sustainability initiatives of the lululemon athletica Corporation and the operations of one of its retail stores, lululemon athletica Polo Park in Winnipeg, Manitoba. lululemon athletica Inc. was compared with industry sustainability leaders Nike, Timberland and Mountain Equipment Co-op. This comparison revealed that lululemon athletica has few sustainability best practices and little and out of date sustainability information available to their stakeholders. At the store level, two surveys were conducted to determine the employee and customer knowledge of sustainability initiatives at the company and store level. It was determined that employees require more training and stronger senior and middle management presence for sustainability initiatives to be a success, and that customers do not associate lululemon athletica with sustainability. lululemon athletica does not communicate about sustainability sufficiently to create a buzz about sustainability.
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張維嶽. "A Study of the Applied Models of Visual Indentity system (VIS) for Athletic Activities on Corporation Marketing Strategy." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/08311912694429035024.
Full textAbstract:
碩士國立體育學院
體育研究所
84
The purpose of this study was to establish a theoretical framwork on VIS for athletic activities and corporation marketing strategy. Various models of the corporation VIS against athletic activities applied on corporation strategy were investigated and discussed including the corporation's essential identification towards athletics VIS and the patterns of applying these elements on marketing strategies. Samples of this case study were selected from the corporations in the business of food products, automobiles, and sports goods, which traditionally sponsored athletic activities. The data were collected through conducting questionnaire and interview. The findings indicated that: 1.Athletic activities should build up marketing strategy and management operation process in order to apply VIS. 2.A well-design VIS should be correspond with the goals and nature of the athletic activity. 3. The models of VIS were directly co-related to the design and nature of various corporations and sponsors. 4.There were no fixed models when all of the three enterprises applied athletics VIS on marketing strategy. They adopted corporate VIS more in their corporate promotion than in athletic activity promotion. It was unusual athletics VIS applied in corporate products. The more professionalized the activity was, the more application of VIS would be adopted. The pricing strategy of product was influenced more by product types, brand status, and market demands than by athletics VIS. The application of VIS was only a tools for promotion of the product.
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Byon, Kun-Wung. "An analysis of consumers' recall and recognition of ambush marketing in the 2004 NCAA Division-I Men's Basketball Championship." 2004. http://www.oregonpdf.org.
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"Country-of-origin effect: implications for marketing sports shoes in Hong Kong." Chinese University of Hong Kong, 1996. http://library.cuhk.edu.hk/record=b5888649.
Full textAbstract:
by Cheng Ka-Chung, Ho Fung-Ching.Thesis (M.B.A.)--Chinese University of Hong Kong, 1996.
Includes bibliographical references (leaves 49-51).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF FIGURES --- p.v
LIST OF TABLES --- p.vi
ACKNOWLEDGMENTS --- p.vii
Chapter
Chapter I. --- INTRODUCTION --- p.1
Chapter II. --- LITERATURE REVIEW --- p.5
Chapter III. --- METHODOLOGY --- p.10
Decision Making Objectives --- p.10
Research Objectives --- p.11
Research Design --- p.11
Hypothesis Testing --- p.14
Statistical Analysis Method --- p.17
Sampling and Data Collection --- p.18
Chapter IV. --- RESULTS --- p.19
Sample --- p.19
General Brand and Country Evaluation --- p.19
Plot of Main Effect - Brand Name --- p.19
Plot of Main Effect - Country-of-Origin --- p.22
Plot of Treatments --- p.23
Hypothesis Testing using ANOVA --- p.25
Basic Findings --- p.25
Other Findings --- p.27
Pairwise t-test for Country-of-Origin Effect --- p.28
Preferential Analysis --- p.29
Chapter V. --- LIMITATION --- p.36
Sampling Bias --- p.36
Reliability --- p.36
Validity --- p.37
Chapter VI. --- CONCLUSION AND RECOMMENDATION --- p.38
APPENDICES --- p.42
BIBLIOGRAPHY --- p.49
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Martins, Inês Alexandra Henriques. "Lisboa Desporto: how to attract and maintain motivated non-professional athletes." Master's thesis, 2018. http://hdl.handle.net/10071/18406.
Full textAbstract:
As part of the application for Lisbon – European Capital of Sport 2021 developed in
partnership between INDEG-ISCTE-IUL and the City Council, this study aims to analyse the
determinants that people face when practising physical activity or sport.
The positive outcomes from practising sport and physical activity are vast and vary from
health related factors to psychological factors. Despite the attempts made nationally and by
the EU, the active population practising sport or physical activity still is lower than expected.
Therefore, this study contributes to the clarification of motivations and constraints that
influence different genders and age range to practise sport and physical activity. This way,
adequate policies and strategies can be developed and applied.
After the literature review, the main factors, widely used to explain participation were
identified. In fact, they were divided into three main dimensions: Motivations, Individuals’
limitations and environmental barriers.
Data was collected from professionals directly related to physical activity and sport
participation in Lisbon. Through the statistical analysis, the information was segmented, and
conclusions regarding the differences between gender and age ranges were drawled.
It was concluded that the months where the abandonment is higher, regardless age or gender,
are January and February. Concerning the sport and physical activity determinants: it were
found differences in gender for all determinants, it were found differences in all determinants,
with the exception of environmental barriers, for different age ranges.No âmbito do projeto do projeto Lisboa – Capital Europeia do desporto, desenvolvido pelo INDEG-ISCTE-IUL em parceria com a Câmara Municipal de Lisboa, este estudo pretende analisar quais os fatores que motivam e limitam as pessoas a praticar desporto e atividade física. Os impactos positivos da prática de exercício físico e desporto são vastos e variam desde fatores de saúde a fatores psicológicos. Apesar dos esforços feitos nacionalmente e pela União Europeia, as taxas de população ativa a nível da prática desportiva continuam aquém do esperado. Deste modo, visou-se perceber quais os determinantes que influenciam os diferentes géneros e faixas etárias a praticar desporto e atividade física para que, possam ser desenvolvidas e aplicas estratégias adequadas. Após a revisão de literatura foi possível identificar os fatores mais relevantes e amplamente utilizados para estudar a participação. Na realidade, foram divididos em três grandes grupos: Motivações, limitações do indivíduo e barreiras do meio envolvente. A informação foi recolhida junto de profissionais diretamente relacionados com a realidade desportiva em Lisboa. Através da análise estatística foi possível segmentar a informação e perceber quais as motivações e barreiras para diferentes géneros e faixas etárias. Concluiu-se a maior taxa de abandono ocorre nos meses de Dezembro e Janeiro, independentemente do género ou idade dos participantes. Relativamente aos determinantes da prática desportiva de atividade física: encontraram-se diferenças ao nível de todos os determinantes para os géneros e ao nível de todos os determinantes com a exceção das barreiras do meio ambientes para as diferentes faixas etárias.
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wei, Ko chih, and 柯至維. "Research on the relationship among consumers' perceptionof brand of merged companies、marketing preferences and repurchase intention:a case study on computers、cellular phones and athletic goods mergers." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/86865119354810923747.
Full textAbstract:
碩士實踐大學
企業創新發展研究所
95
In order to accelerate the process of building company popularity and expansion into global markets, many businesses have quickly acquired the brand name and its product users through mergers with other companies, successfully increasing its market share. Due to the fact that consumers are likely to choose companies based on their reputation to avoid risks during business dealings, building a good brand image is extremely important. Because businesses strive to cross into other regions to expand in the global market, integration of local companies has become a popular method used by companies to attain sales channels, skills, and other resources in a period of short time. This has resulted in the increase of cross-border mergers in recent years. Furthermore, aesthetics and design of products are increasing catching the attention of consumers, thus the ability to effectively apply the use of aesthetics in marketing to enhance brand image is fundamental. In this high-competitive market filled with a wide array of products, trying to retain old customers is equally as important as attracting new ones. If consumers acknowledge the fact that the merger of companies will not affect product quality and value, their willingness to purchase these products will stay unchanged. On the contrary, if the image of the acquiring company and its country is poor, consumers will lower their willingness to purchase these brands. How the acquiring company utilizes aesthetics in its marketing strategy could become an effective way to increase consumer willingness to purchase products. The focus of this research is on three internationally-renowned M&A cases— the cellular phone department of Benq, Taiwan with Siemens of Germany, Chinese Lenovo with American IBM Company and Adidas of Germany with Reebok from England. The effect of aesthetics in marketing on the image of these brands and countries is explored in this thesis, as well as its influence on the perception of consumers and their willingness to purchase these products, in order to find the most effective marketing strategy to satisfy the demand of consumers.
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Liao, Hsueh-Ming, and 廖學明. "A Study of Nonprofit Sports Organization Use of Cause-Related Marketing - As Samples of Taipei County Athletic Association Children''s Physical Education Committee and Co-operative enterprises." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/09922707515977384817.
Full textAbstract:
碩士輔仁大學
體育學系碩士班
91
Abstract The objectives of this study was to determine how the children’s physical education committee could co-operate with business to finance provision of it’s services. In this study based on this survey’s results, the method of survey employed, was the semi-structured interview. The primary purpose of this study was to understand the motivations, the decision making process, and the reaction of the business community to the use of cause-related marketing by the children’s physical education committee. The samples were chosen according to perceived suitability for potential partnerships. And there were four samples chosen from the children’s physical education committee, five samples chosen from the co-operative enterprises, nine samples in a total. The main thrust of this study was based on the motivations, the decision making process and co-operative ways to assist the children’s physical education committee’s use of cause-related marketing. There were twenty six points of relevance covered under “Cause-Related Marketing”. The motivations of nonprofit sports organization： 1.Popularize exercise and health gain. 2.Raising financial resources. The motivations of enterprises： 3.Commercial value to business in their community. 4.Increase competitive advantage. 5.Creation of business opportunities. The decision making process of nonprofit sports organization： 6.Initiate search for corporate sponsors. 7.Corporate sponsors public image. 8.Co-operation of corporate members on Cause-Related Marketing. 9.Evidence that Cause-Related Marketing is beneficial to business. The decision making process of enterprises： 10.Flexible options for corporate partners. 11.Decision making level only by managing and finance directors in enterprises. 12.Consideration of advantages for marketing development for corporate partners. 13. Opinions of corporate members, on Cause-Related Marketing, are influenced by corporate culture. The co-operative ways of nonprofit sports organization： 14.Presently the best ways of marketing are family sports games and festival sale. 15.To sign contracts protecting rights on Cause-Related Marketing. 16.Use of interviews to evaluate if Cause-Related Marketing is successful. 17.The main marketing direction seems to be family sports games and festival sales in the future. 18.There are different co-operative solutions based on styles and the objectives of marketing. The co-operative ways of enterprises： 19.Participants in family activities, can be introduced to business products. 20.Contracts to be signed by co-operative partners must reflect marketing plan for signing partners. 21.Use of accounting system and commercial value to evaluate if Cause-Related Marketing is successful. 22.Cause-Related Marketing is helpful to business image. 23.Win-Win-Win situation must be flexible. 24.Family sports games and festival sales seems to be the best choices by enterprises. 25.The primary donations are products of enterprises for gifts for participants. 26.Donations include mementos which have commercial value. This study based on the twenty six points covered, offer suggestions to both the children’s physical education committee and the co-operative enterprises, on the use of Cause-Related Marketing. The results of this study also offer useful insight to similar research on this subject matter for the future.
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McElrath, Mark B. "An assessment of sponsorship objectives and successful mechanisms as perceived by corporate sponsors of NCAA Division I-A athletic departments." 2002. http://www.oregonpdf.org.
Full textAbstract:
Thesis (M.S.)--Slippery Rock University, 2002.Includes bibliographical references (leaves 59-63). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.
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Dettmann, Emanuel. "Consumer behaviour in the football boot industry." Thesis, 2011. http://hdl.handle.net/10321/615.
Full textAbstract:
Submitted in fulfillment of the requirements of the Degree of
Master of Technology: Quality, Durban University of Technology, 2011.Football boot manufacturers can have an advantage over their competitors if they gain knowledge about the purchase decision-making process of their consumers. It is significant that marketers understand the important criteria of a consumer’s purchase decision. This study aimed to investigate consumer behaviour in the football boot industry, to support football boot manufacturers with information of the purchasing behaviour of their consumers in order to establish product development and novel marketing strategies. The objective of the study was to identify expectations of survey respondents in terms of the factors which influence their purchasing behaviour of football boots in the federal state of Bavaria in Germany. In order to accomplish the objectives of the study, a quantitative study was conducted by means of self-administered questionnaires. A sample of 400 questionnaires was administered. The respondents were purposively selected. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The results showed that quality and brand names were the major influential factors in the purchase decision. Adidas was the most popular brand, followed by Nike and Puma. Citing satisfaction with their purchases, consumers were brand loyal and repeated purchases occurred. The research recommended that football boot manufacturers need to invest constantly in its development and quality management program in order to meet consumers’ expectations and international standards.
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Špetlík, Jakub. "Marketingová komunikace sportovců prostřednictvím sociálních sítí." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-354444.
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Leal, Sara Filipa Pinto. "Do athletes deserve to have consumers advocating for them?: the effect of athlete brand personality, brand image attributes and brand loyalty on athlete brand advocacy: the mediating effect of deservedness." Master's thesis, 2021. http://hdl.handle.net/10071/24043.
Full textAbstract:
In a context where sports are socially driven by the athletic ideal, athletes' deservedness has proven to encourage advocates to fight for their belonged outcomes and rewards. This research is needed for the specific field of sports because it extends deservedness studies into what creates the consumer support system, which may be essential to, afterward, catch other sports entities to also contribute to the athlete brands’ success. Assuming advocates as the main
support system, they are seen as a key element able to effect change to the athlete’s worthy rewards. This thesis targets athletes that want to leverage their brand and their brand managers, who should understand the best way to articulate the athletes’ promoted efforts (for social evaluation of deservedness), then develop the support system and encourage brand advocacy.
This mindful investigation cares to address a new perspective of deservedness in the relationship athlete - consumer and conclude on what is the relational level most associated to deservedness and worth of social fair distribution of support - brand advocacy. An online questionnaire was conducted towards individuals who had a favorite athlete (N=300) and PLS-SEM was used to test and validate 6 hypotheses. Findings indicate that "athlete brand personality" does not significantly influence "athlete brand advocacy" and the mediating role of deservedness in this relationship is also non-significant; "athlete brand image attributes" and "brand loyalty" significantly strengthen "athlete brand advocacy" and the mediator role of "athlete deservedness" in these relationships is positively significant.Num contexto em que o desporto é socialmente guiado pelo atleta ideal, o merecimento deste estimula os advogados da marca a lutarem pelos seus resultados e recompensas. Esta pesquisa é necessária para o desporto, visto que expande os estudos de merecimento sobre o sistema de suporte dos consumidores, o que pode ser essencial para, eventualmente, contagiar outras entidades a contribuir para o sucesso da marca do atleta. Tendo os advogados como o principal sistema de suporte, estes são um elemento-chave capazes de efetuar mudança sobre as recompensas que o atleta recebe. Os alvos desta dissertação são os atletas que pretendempotenciar a sua marca e os respetivos gestores, que deverão perceber a melhor maneira de articular a divulgação dos esforços dos atletas (alvo de avaliação social do merecimento), desenvolver o sistema de suporte e estimular a defesa da marca. Esta investigação cuidadosa preocupa-se em tratar de uma nova perspetiva de merecimento na relação atleta-consumidor e concluir sobre o nível de relação mais associado com merecimento e digno da defesa da marca. Um questionário online foi direcionado a indivíduos que tinham um atleta preferido (N=300) e o método PLS-SEM foi usado para testar 6 hipóteses. As conclusões indicam que a "personalidade da marca do atleta" não influencia significativamente a defesa dessa marca e o efeito mediador de "merecimento" nesta relação também é não-significativo; os "atributos da imagem de marca do atleta" e respetiva lealdade significativamente fortalecem a sua defesa e o efeito mediador de merecimento nestas relações é significativamente positivo.