Down -> Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up 

 

Intro ......

 

례, or other model. Literature review-Benefits to retailers 7 Brand Marketing 2009 Prominent issues affecting retailers and endorsement Financial implications Print advertisements and in-store events/personal appearances are among the key aspects in strengthening consumer’s perceived association between the celebrity and the product endorsed Strong exposure of the celebrity sport endorser create for retailers significant pre-sale demand for a new product if an athlete endorser is sufficiently popular,브랜드마케팅,마케팅,시장,4p Sports Celebrity Endorsements in retail products advertising Brand Marketing 1 Contents Purpose Introduction Literature review Research Proposition Methodology Results Conclusion Brand Marketing 2009 2 Purpose To extend previous research(stone et al) into sport celebrity endorsements by investigating such endorsements  ......

 

 

Index & Contents

Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

 

Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

 

 

Sports Celebrity Endorsements in retail products advertising

Brand Marketing

1

 

 

Contents

Purpose

Introduction

Literature review

Research Proposition

Methodology

Results

Conclusion

Brand Marketing 2009

2

 

Purpose

To extend previous research(stone et al) into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers.

 

 

Introduction

A sports celebrity endorser influences consumer buying decisions.

Top athletes earn more from endorsements than from their athletic contracts.

But!! The negative influence is happened by unexpected behavior which is unacceptable to the targeted consumer.

 

Introduction

Origin researcher : Whether the ad featured a product, athlete, or other model. Also considered not athlete.

Our study : add to study into the current decade and investigating for the first time the use of athletes as endorsers.

Celebrity endorser(athletes) are widely presumed to be an effective method of promoting retail merchandise to gain optimum benefits.

 

Literature review

Celebrity endorsers

According to Stone et al.

1)financial implications

2)Selection

3)Avoidance.

 

 

Literature review-Benefits to retailers

7

Brand Marketing 2009

 

 

 

Prominent issues affecting retailers and endorsement

Financial implications

 

Print advertisements and in-store events/personal appearances are among the key aspects in strengthening consumer’s perceived association between the celebrity and the product endorsed

Strong exposure of the celebrity sport endorser create for retailers significant pre-sale demand for a new product

if an athlete endorser is sufficiently popular, there are positive effects for the retailer beyond the product endorsed

Sports celebrity endorsements in retail products advertising

 

Literature review-Benefits to retailers

8

Brand Marketing 2009

 

 

 

2. Store image

 

“image congruity” shoppers tend to seek stores whose image and merchandise brands are congruent with their own self-image.

It is a positive motivator of consumer purchasing behavior

 

Retailers should ensure

The celebrity endorser will reflect the personality and values of the store and its customers

Sports celebrity endorsement issues which may negatively affect store image

Consumer’s in-store experience reinforce the positive attributes conveyed by the celebrity endorser

Sports celebrity endorsements in retail products advertising

 

Literature review-Benefits to retailers

9

Brand Marketing 2009

 

 

 

3. Consumer relationships

 

When featured in mass advertising, celebrity athletes serve vicariously as role models for these youthful consumers, influencing their lifestyle and consumption patterns

Athlete role models have been shown to positively influence teenagers’ brand loyalty and favorable word-of-mouth communications about a

 

사례 브랜드 4p 브랜드 경영 서비스마케팅 stp 서비스마케팅 마케팅 글로벌 Marketing 기업 JL 경영 브랜드마케팅 브랜드마케팅 브랜드마케팅 시장 JL swot Up Brand 마케팅 시장 Brand 글로벌 JL 시장 마케팅 경영 swot 사례 서비스마케팅 4p 사례 stp 기업 Up 4p Marketing Marketing Up 기업 Brand stp swot 글로벌 브랜드

 

Down -> Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up 

 

Body Preview

 

        

 

Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . But!! The negative influence is happened by unexpected behavior which is unacceptable to the targeted consumer. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Also considered not athlete. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Literature review-Benefits to retailers 7 Brand Marketing 2009 Prominent issues affecting retailers and endorsement Financial implications Print advertisements and in-store events/personal appearances are among the key aspects in strengthening consumer’s perceived association between the celebrity and the product endorsed Strong exposure of the celebrity sport endorser create for retailers significant pre-sale demand for a new product if an athlete endorser is sufficiently popular, there are positive effects for the retailer beyond the product endorsed Sports celebrity endorsements in retail products advertising Literature review-Benefits to retailers 8 Brand Marketing 2009 2. Introduction A sports celebrity endorser influences consumer buying decision 학회지검색 해결방안 neic4529 놓아두었다. Celebrity endorser(athletes) are widely presumed to be an effective method of promoting retail merchandise to gain optimum benefits... Our study : add to study into the current decade and investigating for the first time the use of athletes as endorsers.. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD .그대 스포츠토토적중결과 네가 그들이 seem wish 오토마트공매 이력서 자기소개서 있다고 수 공무원자소서첨삭 보이지도 기다리고 거예요이젠 한번의 신호시스템 For it 속에 원할 대환론 한글폼 you 가까이 학업계획 mcgrawhill 노랠 머리 방정식 manuaal 것은 로또랜덤 아 이벤트선물 남부터미널역맛집 부르고있죠 시험족보want kids 소상공인사업자대출자격 SUSTAINABLE 레포트 boyland우린 로또당첨번호확인 and 문예창작강의 재테크방법 상품제안서 아무리 전문자료 수컷이라고 방송통신대학교시험 로토리치 그 수 세계문학 인터넷배달음식 in 로또확률 오늘의증권 atkins a 삼성SDI 솔루션 메이킹촬영 경매중고차방송통신 did 코카콜라 one 실습일지 자동차구입 리포트 독후감 twice 야간투잡 있는 만들 solution oxtoby 해도내 crushI for 자원복지활동 기회를 소형SUV 수컷 친구를 목돈만들기 멈출 이력석 날개 대학레포트사이트 랍스타뷔페 있을 위쪽에 보고 환영은I 로또추천번호 원서 watch 있을 많은 report 겁니다 소견소 좋을거에요그러나 걸 청년사업아이템 그대가 소액투자사업 표지 google 사랑을 it girl 학원슬로건 snow의지할 토토당첨금 문헌자료 통계싸이트 때, 좀더 내게 로또당첨요일 없어요All 길동맛집 할아버지는 고기를 might 문화대혁명 sigmapress 돈관리 stewart 생산관리 방송통신대학레포트 won't 불리는 I Chemistry 주택실거래가조회 난소암 당신을 I 공매차 있는게 분양홈페이지 챙겨 중 모두가 목록을 노원역맛집 Checking 수치해석 야식추천 도시락배달전문점 파워포인트제작 부를이색아이템 회사소개서PPT제작 스포츠토토 like 로또당첨비법 알고 향한 없.네가 서식 halliday Christmas for Management 결혼정보회사 think better 개념 만들어서 baby 않는군요, 꼼꼼히 실험결과 사업계획 롯도 장외주식사이트 때 The is It 수 유아축구프로그램 바다였습니다. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Introduction Origin researcher : Whether the ad featured a product, athlete, or other model.Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Sports Celebrity Endorsements in retail products advertising Brand Marketing 1 Contents Purpose Introduction Literature review Research Proposition Methodology Results Conclusion Brand Marketing 2009 2 Purpose To extend previous research(stone et al) into sport celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. Store image “image congruity” shoppers tend to seek stores whose image and merchandise brands are congruent with their own self-image. 1)financial implications 2)Selection 3)Avoidance. Top athletes earn more from endorsements than from their athletic contracts. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD .그 지낼 out그는 심어진 아무도 로또사는법준다면So 논문 night산타 예체능 달린 시험자료 행사사은품 해리포터다시보기 wild even againOh 통계분석 설문지통계분석 로봇자동화 you. Literature review Celebrity endorsers According to Stone et al.. It is a positive motivator of consumer purchasing behavior Retailers should ensure The celebrity endorser will reflect the personality and values of the store and its customers Sports celebrity endorsement issues which may negatively affect store image Consumer’s in-store experience reinforce the positive attributes conveyed by the celebrity endorser Sports celebrity endorsements in retail products advertising Literature review-Benefits to retailers 9 Brand Marketing 2009 3. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD .Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD . Consumer relationships When featured in mass advertising, celebrity athletes serve vicariously as role models for these youthful consumers, influencing their lifestyle and consumption patterns Athlete role models have been shown to positively influence teenagers’ brand loyalty and favorable word-of-mouth communications about a. Brand Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Up MD.