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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