Titre : |
What is the impact of emotional sports brands associations on consumer perception of sports brands? |
Type de document : |
Mémoire |
Auteurs : |
Clément CHAMBON, Auteur |
Année de publication : |
2021 |
Importance : |
31 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; SPORT
|
Résumé : |
This study aims to look at how emotions in sports advertising and emotional sports brand associations impact the perception of brands specializing in sports and the formation of brand attitudes of consumers in this area.
A central element in the field of sport but also in the field of advertising, emotions therefore have a central role to play in sports marketing. It is therefore essential to measure their impact and to differentiate the different emotions from each other. In particular, ancient theorists have spotted the emotional associations of sports brands and allowed us to identify them. Their studies and research served as the basis for our study. |
Programme : |
MSc International Marketing & Brand Management |
Permalink : |
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