prikaz prve stranice dokumenta Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression
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undergraduate thesis
Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression
The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression
Rijeka: University of Rijeka, Faculty of Economics and Business, 2021. urn:nbn:hr:192:693349
Muškardin, Renato
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

Cite this document

Muškardin, R. (2021). Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:693349

Muškardin, Renato. "Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:693349

Muškardin, Renato. "Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:693349

Muškardin, R. (2021). 'Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 21 May 2024, https://urn.nsk.hr/urn:nbn:hr:192:693349

Muškardin R. Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2021 [cited 2024 May 21] Available at: https://urn.nsk.hr/urn:nbn:hr:192:693349

R. Muškardin, "Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:192:693349

Metadata
TitleBrand image transfer from an athlete to a sponsoring brand resulting from athlete transgression : The Case Study of Naomi Osaka’s Roland-Garros 2021 Transgression
AuthorRenato Muškardin
MentorJasmina Dlačić (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2021-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
The main purpose of this thesis is to find out what impact do athlete’s on-field sports transgressions have on their corporate sponsors’ brand image, offering a case study of Naomi Osaka’s Roland-Garros Withdrawal to answer that question. The results showed that Naomi Osaka’s Roland-Garros withdrawal positively affected Nike’s brand image. Furthermore, the author recommends that Nike should continue putting athletes’ well-being first, still not disregard the rules of the competition in the future, since the set precedents could present stumbling rocks in later situations. Hence, the open dialogue with officials is proposed, benefiting the players, the press, and the fans. Lastly, the author opens space for further research on the topic.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:192:693349
Study programmeTitle: Business economics; specializations in: International Business (held in English)
Course: International Business (held in English)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2021-11-29 18:02:33