Iannone, Alessandro (A.A. 2024/2025) Star transfers, club growth: measuring social media gains for football clubs after football player signings. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 81. [Master's Degree Thesis]

Preview

PDF (Full text) Download (2MB) | Preview

Abstract/Index

Athlete branding and club brand equity: theoretical framework and literature contributions. The evolution of football within the global economic system. Football branding: strategies, stakeholders and global dynamics. Creating value in the mind for the fans: club brand equity. Athlete brand image: multidimensional structure and value drivers. The influence of the athlete brand on club brand equity. Emblematic transfer cases and gaps in the literature. Case selection criteria. David Beckham: a sporting and commercial icon. Cristiano Ronaldo and the Saudi revolution. Lionel Messi to Inter Miami. General conclusions and prospects for experimental research. Individual notoriety and club digital growth: an empirical analysis. From the theoretical gap to experimental research. Limitations for future research. Data collection and sample description. Analytical methodology and operational definition of variables. Results of the experiment. Managerial implications.

References

Bibliografia: pp. 73-77.

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:	Product & brand management
Thesis Supervisor:	Cardamone, Ernesto
Thesis Co-Supervisor:	Serafini, Ludovica
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Feb 2026 10:04
Last Modified:	26 Feb 2026 10:04
URI:	https://tesi.luiss.it/id/eprint/44968

Downloads

Repository Staff Only

View Item