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Sports Brand Promotion: Using Ambassadors as an Instrument to Communicate with Consumers

Student: Zhuravlev Daniil

Supervisor: Dmitry Evstafiev

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Since their inception as a new channel for brand promotion and communication with consumers, brand ambassadors have been an integral part of the marketing and communication activity of any international companies. However, it has not yet been studied how a person’s positive or negative attitude towards celebrity ambassadors affects the decision to purchase brand products. This research paper uses the online survey method in order to examine the relationship between consumer attitudes towards ambassadors and attitudes toward the brand, using the example of «Adidas» and «Nike». The purpose of the study is to identify the relationship between the consumer’s attitude to the ambassador and the brand’s attitude, as well as to find out how this relationship affects the decision to purchase sports brand products - sneakers.

Full text (added May 21, 2020)

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