Dissertation - Brand Development of Athletes
Added on 2022-08-12
6 Pages1149 Words25 Views
Running head: DISSERTATION
DISSERTATION
Name of the Student:
Name of the University:
Author Note:
DISSERTATION
Name of the Student:
Name of the University:
Author Note:
DISSERTATION1
Table of Contents
1. Introduction..............................................................................................................................2
1.1 Introduction............................................................................................................................2
1.2 Research Questions...........................................................................................................2
2. Literature Review.....................................................................................................................3
2.1 Brand Development of Athletes............................................................................................3
2.2 Brand Components of Athlete...............................................................................................4
References........................................................................................................................................5
Table of Contents
1. Introduction..............................................................................................................................2
1.1 Introduction............................................................................................................................2
1.2 Research Questions...........................................................................................................2
2. Literature Review.....................................................................................................................3
2.1 Brand Development of Athletes............................................................................................3
2.2 Brand Components of Athlete...............................................................................................4
References........................................................................................................................................5
DISSERTATION2
1. Introduction
1.1 Introduction
Different sports have influenced the modern society extensively. Sports’ popularity have
been increased by the technological advancements as cultural spectacle. The sports person are
treated as one of most observable aspects for sports in modern day whose popularity surpasses
often than the team which they represent. Most appropriate examples are David Beckham and
Cristiano Ronaldo, considering their impact over marketing models of traditional sports. Current
era is dominated by professional players as the standalone entities (Chadwick and Burton 2008).
Athletes like David Beckham and Cristiano Ronaldo have converted athletic abilities in
multimillion dollar agreements successfully. For creating a value for brand, the consumers
should develop positive as well as brand associations that are unique for that brand. Different
sources’ role such as impression management, media, social agents and oral communication help
familiarize the fans of the sport with these athletes.
1.2 Research Questions
RQ1: What are specific on-field and off-field attributes of brand of athlete?
RQ2: How do oral communication, social agents, media and impression management
contribute in increasing awareness of fans?
1. Introduction
1.1 Introduction
Different sports have influenced the modern society extensively. Sports’ popularity have
been increased by the technological advancements as cultural spectacle. The sports person are
treated as one of most observable aspects for sports in modern day whose popularity surpasses
often than the team which they represent. Most appropriate examples are David Beckham and
Cristiano Ronaldo, considering their impact over marketing models of traditional sports. Current
era is dominated by professional players as the standalone entities (Chadwick and Burton 2008).
Athletes like David Beckham and Cristiano Ronaldo have converted athletic abilities in
multimillion dollar agreements successfully. For creating a value for brand, the consumers
should develop positive as well as brand associations that are unique for that brand. Different
sources’ role such as impression management, media, social agents and oral communication help
familiarize the fans of the sport with these athletes.
1.2 Research Questions
RQ1: What are specific on-field and off-field attributes of brand of athlete?
RQ2: How do oral communication, social agents, media and impression management
contribute in increasing awareness of fans?
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