Essays about: "Melissa Bowen"

Found 1 essay containing the words Melissa Bowen.

  1. 1. Do Scandals Affect YOU as an Athletic Sportswear Consumer?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Melissa Bowen; Theresa Stumpf; [2015]
    Keywords : athletic sportswear brands; scandals; celebrity-athlete endorsers; sports marketing; purchasing behaviour; Business and Economics;

    Abstract : Athletic sportswear brands endorse celebrity-athletes to promote the brand’s image and gain credibility by having these ‘experts’ associated with their brand. This marketing technique is often advantageous for sportswear companies. READ MORE