Global ETD Search

31	Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods Ginman, Carole January 2010 (has links) <p>Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements.</p><p>In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments.</p><p>It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘<em>Tigergate’.</em></p> Nike Brand Image Brand Associations Endorsements Tiger Woods Brand Knowledge Brand Ambassador Nike Varumärke Image Associationer Sponsring Tiger Woods Business studies Företagsekonomi
32	Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods Ginman, Carole January 2010 (has links) Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements. In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments. It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘Tigergate’. Nike Brand Image Brand Associations Endorsements Tiger Woods Brand Knowledge Brand Ambassador Nike Varumärke Image Associationer Sponsring Tiger Woods Business studies Företagsekonomi
33	The Electoral Influence of Teachers’ Unions on Democratic Education Policy Priorities Brand, Molly Ziek 28 July 2015 (has links) No description available. Political Science Education Policy education policy teachers unions unions Democratic Party New Democrats education reform electoral endorsements democratic primaries New York Rhode Island gubernatorial primary
34	Tea Time: A Comparative Analysis of the Tea Party Caucus and House Republican Conference in the One Hundred Twelfth Congress Phillips, Stephen 01 January 2014 (has links) Following the historic election of Barack Obama, the largest overhaul of the nation's health care system since the Great Society, and with the country still reeling from the worst economic downturn since the Great Depression, a group of disenchanted conservative Republicans and elected leaders wary of government policy gave rise to a new political movement - the Tea Party. Since taking the American political system by storm in 2010, considerable research has focused on the electoral consequences of the Tea Party. Using an original dataset and the American National Election Study, I study the Tea Party Caucus at the elite level by analyzing roll call votes, incumbency, and endorsements, and at the mass level through an examination of congressional districts and constituencies. Findings show that members of the Tea Party Caucus and their Republican House colleagues are largely homogeneous. Exceptions to this include economic final passage votes, legislation receiving presidential support, district lean, census region, and presidential vote in congressional districts. Furthermore, evidence is seen that economic factors in members' districts affected the election of freshmen representatives in 2010, and that district variables strongly influence legislative voting behavior. Finally, discontinuity is discovered between the Tea Party movement at the mass level and the Tea Party Caucus at the elite level. Tea party tea party movement tea party caucus caucus republican republican conference elite level mass level anes american national election study 112th congress one hundred twelfth congress 113th congress one hundred thirteenth congress united states congress congress house house of representatives boehner bachmann gop bush obama pvi partisan voting index roll call voting legislative voting behavior incumbency endorsements redistricting 2010 election 2012 election American Politics Comparative Politics Political Science

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