Brand image transfer from an athlete to a sponsoring brand resulting from athlete transgression

Muškardin, Renato

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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: Sveučilište u Rijeci, Ekonomski fakultet, 2021. urn:nbn:hr:192:693349

Muškardin, Renato

Sveučilište u Rijeci
Ekonomski fakultet

Institucijski repozitorij: Repozitorij Ekonomskog fakulteta Rijeka

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APA 6th Edition

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 (Završni rad). Rijeka: Sveučilište u Rijeci, Ekonomski fakultet. Preuzeto s https://urn.nsk.hr/urn:nbn:hr:192:693349

MLA 8th Edition

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." Završni rad, Sveučilište u Rijeci, Ekonomski fakultet, 2021. https://urn.nsk.hr/urn:nbn:hr:192:693349

Chicago 17th Edition

Harvard

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', Završni rad, Sveučilište u Rijeci, Ekonomski fakultet, citirano: 19.05.2024., https://urn.nsk.hr/urn:nbn:hr:192:693349

Vancouver

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 [Završni rad]. Rijeka: Sveučilište u Rijeci, Ekonomski fakultet; 2021 [pristupljeno 19.05.2024.] Dostupno na: https://urn.nsk.hr/urn:nbn:hr:192:693349

IEEE

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", Završni rad, Sveučilište u Rijeci, Ekonomski fakultet, Rijeka, 2021. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:192:693349

Za citiranje koristite ovu mrežnu adresu: https://urn.nsk.hr/urn:nbn:hr:192:693349

Podaci o radu

Naslov	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
Autor	Renato Muškardin
Mentor	Jasmina Dlačić (mentor)
Ustanova koja je dodijelila akademski / stručni stupanj	Sveučilište u Rijeci Ekonomski fakultet Rijeka
Datum i država obrane	2021-09-12, Hrvatska
Znanstveno / umjetničko područje, polje i grana	DRUŠTVENE ZNANOSTI Ekonomija
Sažetak	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.
Ključne riječi
Jezik	engleski
URN:NBN	urn:nbn:hr:192:693349
Studijski program	Naziv: Poslovna ekonomija; smjerovi: Međunarodno poslovanje na engleskom jeziku Smjer: Međunarodno poslovanje na engleskom jeziku Vrsta studija: sveučilišni Stupanj studija: preddiplomski Akademski / stručni naziv: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (bacc.)
Vrsta resursa	Tekst
Način izrade datoteke	Izvorno digitalna
Prava pristupa	Zatvoreni pristup
Uvjeti korištenja
Datum i vrijeme pohrane	2021-11-29 18:02:33

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