Essays about: "Endorsements"

Showing result 11 - 11 of 11 essays containing the word Endorsements.

  1. 11. Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Carole Ginman; [2010]
    Keywords : Nike; Brand Image; Brand Associations; Endorsements; Tiger Woods; Brand Knowledge; Brand Ambassador; Nike; Varumärke; Image; Associationer; Sponsring; Tiger Woods;

    Abstract : Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. READ MORE