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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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