How do multi-national businesses use celebrity endorsers and major sporting events, looking specifically at Euro 2008, to appeal to global markets
University of Wales Institute Cardiff
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This study explores the use of celebrity endorsement and major event sponsorship by large organisations in order to establish their effectiveness and increasing awareness of brands. It attempts to find if and why athletes are effective endorsers and why organisations associate with major sporting events. The study attempted to discover the opinions of both those who participate in sport and those who are spectators. This study finds success and credibility to be the most desirable characteristics of celebrity endorsers while consumers also perceive that the products they endorse are of a higher quality. In conclusion with this, the study obtained results which show that sponsoring major sporting events help to raise awareness in brands and products for non sporting organisations.
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Groves, David (Cardiff Metropolitan University, 2014)There has been a significant increase in the number of athletes now endorsing sports products and brands; this has led to this study being developed. Due to endorsements being a part of day to day life, this dissertation ...
Hancock, Lucy (Cardiff Metropolitan University, 2013-)The increasing crescendo of marketers ‘borrowing faces’ to raise brand awareness has led to this study being developed. This topic is current, as the number of athletes who have diverged from their credible image has ...
Pedersen, Emily (Cardiff Metropolitan University, 2013)The objectives for the research project are, to establish whether or not celebrity sporting endorsers have a positive purchasing effect on Cardiff Metropolitan University sport students. The research also answered ...