The influence of top athletes on team brand recall: the moderating role of hero archetype in sponsors’ communication strategy
Tarantino, Gloria (A.A. 2020/2021) The influence of top athletes on team brand recall: the moderating role of hero archetype in sponsors’ communication strategy. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Stella Romagnoli, pp. 100. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Sport marketing and sponsorships. From the notion of sport to sport business. Notion and evolution of sports marketing. Sponsorships. Brand value and brand management. Introduction and evolution of the concept of brand. Brand management and its factors: brand image, brand identity and brand loyalty and brand equity. Branding in sports companies. Personal branding athletes. Research model and study: a focus on storytelling and archetypes. Introduction to storytelling. Brand storytelling and archetypes. Sports brands storytelling. Conceptual model and hypotheses. Research methodology. Results.
References
Bibliografia: pp. 72-75. Sitografia: pp. 76-78.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing communication & new media |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Peluso, Alessandro Maria |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 31 May 2022 12:30 |
| Last Modified: | 31 May 2022 12:30 |
| URI: | https://tesi.luiss.it/id/eprint/32560 |
Downloads
Downloads per month over past year
Repository Staff Only
 |
View Item |
