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Are athletes a more effective brand-building medium than traditional influencers? A comparative study
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Resumo(s)
Are athletes a more effective brand-building medium than traditional influencers? A
comparative study is a work project that measures and explores the benefits of using both
athletes and traditional influencers as brand endorsers, conducted during an internship at the
company B-Engaged.
Employing a combination of quantitative and qualitative research methods, along with
conceptual frameworks derived from existing literature, this study seeks to evaluate the
distinctive impact each segment has on various brands. By leveraging insights gained from
both numerical data and in-depth qualitative analysis, the project aims to provide a nuanced
understanding of the effectiveness of athletes and traditional influencers in shaping brand
perception.
Descrição
Palavras-chave
Athlete endorsement Influencer marketing Brand-building Brand ambassadors Consumer perceptions