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

Muškardin, Renato

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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

2021. urn:nbn:hr:192:693349

Muškardin, Renato

University of Rijeka
Faculty of Economics and Business

Cite this document

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 (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from 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." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 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', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 27 December 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 [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2021 [cited 2024 December 27] Available at: 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", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:192:693349

Cite this item: https://urn.nsk.hr/urn:nbn:hr:192:693349

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Metadata

Title	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
Author	Renato Muškardin
Mentor	Jasmina Dlačić (mentor)
Granter	University of Rijeka Faculty of Economics and Business Rijeka
Defense date and country	2021-09-12, 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
Language	english
URN:NBN	urn:nbn:hr:192:693349
Study programme	Title: 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 resource	Text
File origin	Born digital
Access conditions	Closed access
Terms of use
Created on	2021-11-29 18:02:33