Companies try constantly to extend their markets by attracting different target customers and increasing their brand awareness. The present study investigates how and why endorsing their products by athletes is an always more extensively and popular tool in the companies’ marketing mix.
Michael Jordan, a retired American basketball star, who has gained lots of media attention, has endorsed numerous products. Especially his endorsement contract with Nike has become an excellent case study for the current trend of athlete endorsement in the international market. The results of this case study provide insights into factors that may influence the success of athlete endorsement as a company’s marketing strategy.
Table of Contents
- I. INTRODUCTION
- II. MARKETING
- 1. MARKETING DEFINITION
- 2. MARKETING MIX
- 3. THE ROLE OF PROMOTION
- 4.1. INTEGRATED MARKETING COMMUNICATION
- 4.2. The Promotional Mix
- 5. THE COMMUNICATION PROCESS
- III. ENDORSEMENT
- 6. DEFINITION OF ENDORSERS
- 7. CELEBRITY ENDORSEMENT STRATEGY
- 7.1. Athlete Endorsement
- 8. SOURCE CREDIBILITY AND SOURCE ATTRACTIVENESS
- 8.1. Source Credibility
- 8.2. Source Attractiveness
- 9. THE MATCH-UP HYPOTHESIS
- 9.1. Balance Theory
- 9.2. The Match-up Effect of Athlete Endorsements
- 10. THE MEANING TRANSFER MODEL
- 11. CELEBRITY SELECTION
- 11.1. On-field and Off-field Attributes
- 11.2. TEARS Model
- 12. RISKS
- 13. LEGAL SIDE
- 14. ADVANTAGES AND ECONOMIC VALUE
- 15. MEASURING THE RETURN ON INVESTMENT (ROI)
- IV. A CASE STUDY OF NIKE AND MICHAEL JORDAN
- 16. NIKE, INC.
- 16.1. Company Information
- 16.2. Brand Image
- 16.3. Endorsement Strategies
- 17. MICHAEL JORDAN
- 17.1. Background Information and Economic Value
- 17.2. Influence on Nike's Values
- 17.3. Air Jordan
- 17.4. Effect Measuring and Economic Value
- 16. NIKE, INC.
Objectives and Key Themes
This thesis investigates the effectiveness of athlete endorsements as a marketing strategy, focusing on the case study of Nike and Michael Jordan. It aims to understand the factors contributing to the success of such endorsements and analyze their impact on brand awareness and market expansion.
- The role of athlete endorsements in marketing communication.
- The selection process of suitable athletes for endorsements.
- The impact of source credibility and attractiveness on endorsement success.
- The economic value and return on investment of athlete endorsements.
- A detailed analysis of Nike's endorsement strategy with Michael Jordan.
Chapter Summaries
I. INTRODUCTION: This introductory chapter sets the stage for the thesis, outlining the research objectives and the rationale behind choosing Nike and Michael Jordan as a case study. It highlights the increasing importance of athlete endorsements in modern marketing and lays the groundwork for the subsequent chapters, which will delve into the theoretical frameworks and empirical analysis of the chosen case.
II. MARKETING: This chapter provides a comprehensive overview of marketing principles, defining key concepts such as the marketing mix and the role of promotion within it. It further explores the concept of integrated marketing communication and the communication process itself, forming the theoretical basis for understanding how athlete endorsements fit into a broader marketing strategy. The chapter lays the foundation for subsequent analysis of how Nike employs marketing principles in its strategies.
III. ENDORSEMENT: This chapter focuses on the theory and practice of endorsement, specifically celebrity and athlete endorsements. It defines key terms, explores concepts like source credibility and attractiveness, the match-up hypothesis, and the meaning transfer model. These theoretical frameworks provide tools for critically assessing the effectiveness of Nike's strategy with Michael Jordan and analyzing the factors influencing its success. The chapter delves into the complexities of celebrity selection, highlighting both the advantages and risks involved. The discussion of legal aspects adds a vital pragmatic dimension.
IV. A CASE STUDY OF NIKE AND MICHAEL JORDAN: This chapter presents a detailed case study of Nike and Michael Jordan's long-standing and successful partnership. It examines Nike's company information, its brand image, and its broader endorsement strategies. This section is then followed by an in-depth exploration of Michael Jordan's background, his economic value, and his influence on Nike's brand. The analysis would include details on the Air Jordan line and measurements of the economic value of the partnership. The chapter provides the empirical foundation for the thesis, providing a tangible example of successful athlete endorsement.
Keywords
Marketing Communication, Promotion, Advertisement, Athlete Endorsement, Nike, Michael Jordan, Brand Image, Source Credibility, Return on Investment (ROI), Marketing Strategy, Case Study.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this document?
This document is a comprehensive language preview of a thesis investigating the effectiveness of athlete endorsements as a marketing strategy, focusing on the case study of Nike and Michael Jordan. It explores the theoretical frameworks and provides a detailed empirical analysis of their successful partnership.
What are the key themes explored in this thesis?
Key themes include the role of athlete endorsements in marketing communication, the selection process of suitable athletes, the impact of source credibility and attractiveness, the economic value and return on investment (ROI) of endorsements, and a detailed analysis of Nike's endorsement strategy with Michael Jordan.
What topics are covered in each chapter?
Chapter I (Introduction): Sets the research objectives and rationale for the case study. Chapter II (Marketing): Provides a comprehensive overview of marketing principles, including the marketing mix and integrated marketing communication. Chapter III (Endorsement): Focuses on endorsement theory and practice, exploring concepts like source credibility, attractiveness, the match-up hypothesis, and the meaning transfer model. It also discusses celebrity selection, risks, legal aspects, and advantages. Chapter IV (Nike and Michael Jordan Case Study): Presents a detailed analysis of Nike's company information, brand image, endorsement strategies, and Michael Jordan's background, influence on Nike, the Air Jordan line, and the partnership's economic value.
What theoretical frameworks are used in this thesis?
The thesis utilizes several theoretical frameworks including the marketing mix, integrated marketing communication, source credibility and attractiveness, the match-up hypothesis, and the meaning transfer model to analyze the effectiveness of athlete endorsements.
What is the significance of the Nike and Michael Jordan case study?
The Nike and Michael Jordan case study provides a real-world example of a highly successful athlete endorsement, allowing for an empirical analysis of the factors contributing to its success. It serves as the primary focus for illustrating and testing the theoretical frameworks discussed.
What are the key findings or conclusions expected from this thesis?
The thesis aims to identify the key factors contributing to the success of the Nike and Michael Jordan partnership, quantify the economic value and ROI of the endorsement, and offer insights into effective athlete endorsement strategies for other companies.
What keywords are associated with this thesis?
Marketing Communication, Promotion, Advertisement, Athlete Endorsement, Nike, Michael Jordan, Brand Image, Source Credibility, Return on Investment (ROI), Marketing Strategy, Case Study.
What is the intended audience for this document?
This document is intended for academic use, providing a structured and professional analysis of themes related to athlete endorsements and marketing strategies. It is useful for researchers, students, and professionals interested in marketing, branding, and sports business.
Where can I find the full thesis?
The full thesis is not included in this preview. This document serves as an overview and summary of the thesis's content.
- Quote paper
- Virginia Masár (Author), 2014, Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan, Munich, GRIN Verlag, https://www.grin.com/document/285682
