Marketing strategy: what are the most effective marketing strategies for Red Bull to engage and grow in the Norwegian e-sport market?
Goffeng-Bjerke, Sigurd (A.A. 2023/2024) Marketing strategy: what are the most effective marketing strategies for Red Bull to engage and grow in the Norwegian e-sport market? Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 58. [Master's Degree Thesis]
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Abstract/Index
Sponsorship. The e-sport market. Sponsorship in e-sports. The global e-sports market. E-sports market in Spain compared to Norway. The History of Red Bull. Red Bull and sponsorship. Red Bull in the global e-sports market. Unconventional strategy. Conceptual framework and hypotheses. Hofstede’s concept of cultural dimensions. Sponsorship factors and sponsorship image. Sponsor fit and team identification. Word-of-mouth. Participation and co-creation. Cultural differences with sponsorships. Unconventional marketing strategies. Red Bull’s practice of unconventional marketing strategies in sports. Methodology. Research design–qualitative method. E-sports engagement. Consumption of e-sports. Experience with sponsorship deals in the e-sports market. Cultural differences. Sponsorship factors and image. Co-creation and participation. Cultural differences with sponsorships. Unconventional marketing strategies. Cultural differences. Sponsorship factors and image. Sponsor fit and team identification. Theoretical contribution. Market entry strategies. Brand management and sponsorship. Cultural theories in marketing. Digital and social media marketing. E-sports marketing and consumer psychology.
References
Bibliografia: pp. 46-58.
| 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: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 23 Jan 2025 11:09 |
| Last Modified: | 23 Jan 2025 11:09 |
| URI: | https://tesi.luiss.it/id/eprint/40963 |
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