Tesi sul tema "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.
Testo completoProcházka, Michal. "Marketingová komunikace v atletice". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15666.
Testo completoDriscoll, 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.
Testo completoTitle 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.
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.
Testo completoThomas, 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.
Testo completoChristiansen, Lucas A., Amanda E. Greene e 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.
Testo completoKubicová, 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.
Testo completoPinion, 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.
Testo completoSu, 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.
Testo completoPh.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
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.
Testo completoMcCutcheon, 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.
Testo completoBosco, Kayla. "Sport fan satisfaction with the Kansas State Athletic Department’s social media content". Kansas State University, 2012. http://hdl.handle.net/2097/13728.
Testo completoDepartment 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.
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.
Testo completoPrice-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.
Testo completoCraft, 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.
Testo completoCooper, 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.
Testo completoTitle from dissertation home page (viewed Sept. 26, 2008). Source: Dissertation Abstracts International, Volume: 69-02, Section: A, page: 0677. Adviser: Paul M. Pedersen.
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.
Testo completoMathieu, Jean-Paul, Victor Videgren e 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.
Testo completoHowat, Edward G. "Factors Influencing Student-athlete Choice of Institution". Digital Commons @ East Tennessee State University, 1999. https://dc.etsu.edu/etd/2923.
Testo completoGeyer, Oliver. "Einzelsportler-Sponsoring als Instrument der Unternehmenskommunikation /". Hamburg : Kovac, 2008. http://www.verlagdrkovac.de/978-3-8300-3634-0.htm.
Testo completoSaritmuthakul, Natsuda. "Female sports endorsement and attitudes toward brands and advertisements". CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2861.
Testo completoMirkovic, 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.
Testo completoTunsarawiput, Onvadee. "Golfer celebrity endorsements on consumers' attitude toward the advertisement and the brand". CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2877.
Testo completoŠvelnys, 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.
Testo completoObject: 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]
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.
Testo completoAnrog, Oscar, e 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.
Testo completoDenna 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.
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.
Testo completoSenate, University of Arizona Faculty. "Faculty Senate Minutes January 22, 2018". University of Arizona Faculty Senate (Tucson, AZ), 2018. http://hdl.handle.net/10150/626508.
Testo completoPeláez-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.
Testo completoTrabajo de investigación
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.
Testo completoPratt, Angela N. "Integrated Impression Management: How NCAA Division I Athletics Directors Understand Public Relations". 2010. http://trace.tennessee.edu/utk_graddiss/905.
Testo completoSims, 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.
Testo completotext
"Winning the Recruiting Game: The Student-Athlete Perspective". Doctoral diss., 2019. http://hdl.handle.net/2286/R.I.54818.
Testo completoDissertation/Thesis
Doctoral Dissertation Communication 2019
Lopes, Marta da Silva. "Corrida novas oportunidades: Porquê participar?" Master's thesis, 2009. http://hdl.handle.net/10071/1950.
Testo completoThere 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.
Kuklík, Jan. "Aktivace sponzoringu u partnerů Českého atletického svazu". Master's thesis, 2021. http://www.nusl.cz/ntk/nusl-437714.
Testo completoLopes, 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.
Testo completoIn 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.
Hollins, Tyson. "Guide to marketing athletes to professional football". 2005. http://www.oregonpdf.org.
Testo completoCunha, Gonçalo Gomes. "Avaliação do impacto de grandes provas de corrida em Lisboa". Master's thesis, 2019. http://hdl.handle.net/10071/19431.
Testo completoThe 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.
LIEN, CHI-CHUNG, e 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.
Testo completo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.
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.
Testo completo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.
Testo completo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.
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.
Testo completo"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.
Testo completoThesis (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
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.
Testo completoNo 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.
wei, Ko chih, e 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.
Testo completo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.
Liao, Hsueh-Ming, e 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.
Testo completo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.
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.
Testo completoIncludes bibliographical references (leaves 59-63). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.
Dettmann, Emanuel. "Consumer behaviour in the football boot industry". Thesis, 2011. http://hdl.handle.net/10321/615.
Testo completoFootball 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.
Špetlík, Jakub. "Marketingová komunikace sportovců prostřednictvím sociálních sítí". Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-354444.
Testo completoLeal, 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.
Testo completoNum 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.