Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan

Table of Contents

I. INTRODUCTION

II. MARKETING

1. MARKETING DEFINITION

2. MARKETING MIX

3. INTEGRATED MARKETING COMMUNICATION

4. THE ROLE OF PROMOTION

4.1. The Promotional Mix

4.2. Advertising

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 Atravtiveness

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. ADVANTAGES AND ECONOMIC VALUE

14. LEGAL SIDE

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

V. CONCLUSIONS

Objectives and Research Focus

The primary objective of this thesis is to provide a comprehensive analysis of how and why companies utilize athlete endorsement as a core component of their marketing strategy, specifically examining the dynamics of consumer perception, brand image, and the practical application of these strategies.

• The definition and role of marketing, promotion, and integrated communication.
• The theoretical frameworks of celebrity endorsement, including Source Credibility, Source Attractiveness, and the Match-up Hypothesis.
• The practical implications and risks associated with athlete endorsement, such as moral clauses and potential negative publicity.
• The case study of the partnership between Nike, Inc. and Michael Jordan as a primary example of endorsement strategy.

Excerpt from the Book

Summary of Chapters

I. INTRODUCTION: Outlines the motivation for the research, the significance of athlete endorsement, and the structure of the thesis.

II. MARKETING: Defines core marketing concepts, the marketing mix, and the strategic importance of integrated marketing communication.

III. ENDORSEMENT: Explores theoretical models like the Match-up Hypothesis and Meaning Transfer Model, while detailing celebrity selection and risks.

IV. A CASE STUDY OF NIKE AND MICHAEL JORDAN: Provides a practical application by analyzing the historic partnership between Nike and Michael Jordan and its impact on the brand.

V. CONCLUSIONS: Summarizes the key findings, confirming the value of a well-chosen athlete endorser for brand equity and economic success.

Keywords

Marketing, Communication, Promotion, Advertisement, Athlete endorsement, Nike, Michael Jordan, Brand equity, Celebrity endorsement, Consumer behavior, Source credibility, Marketing mix, Sponsorship, Brand image, ROI.

Frequently Asked Questions

What is the primary focus of this thesis?

The work investigates the strategic role of athlete endorsement in modern marketing, exploring how it helps companies reach wider audiences and increase brand awareness.

What are the central themes discussed in the study?

The study centers on marketing communications, the psychological mechanisms behind celebrity endorsements, risks in endorsement contracts, and the business impact of these partnerships.

What is the core research objective?

The aim is to gain a deeper understanding of why companies choose to endorse athletes and how these relationships effectively translate into brand success and sales growth.

Which scientific methods were utilized?

The author employed a literature review of existing marketing and sports studies combined with a practical case study analysis of Nike and Michael Jordan.

What is covered in the main section of the book?

The main sections explain the promotional mix, define models like TEARS and the Meaning Transfer Model, and provide a legal perspective on moral clauses in contracts.

Which keywords characterize this work?

Key terms include athlete endorsement, brand equity, marketing mix, source credibility, and the Michael Jordan/Nike partnership.

What does the "Match-up Hypothesis" explain in this context?

It explains that the effectiveness of an endorsement is largely dependent on the perceived fit between the athlete's personality and the brand's image.

Why is the partnership between Nike and Michael Jordan considered significant?

It represents an exceptionally successful long-term collaboration that moved Nike from a local American brand to a global leader, establishing a new sub-brand, "Air Jordan".

How do companies mitigate risks associated with athlete endorsements?

Companies utilize moral clauses in endorsement contracts to protect their brand image in the event of athlete scandals or negative public behavior.