Premium Essay

Bend It Like Beckham Case Study

Submitted By
Words 1626
Pages 7
1. Bush, V. D., Bush, A. J., Clark, P., & Bush, R. P. (2005). Girl power and word-of-mouth behavior in the flourishing sports market. Journal of consumer Marketing, 22(5), 257-264.
• Purpose of the study
See how word of mouth affects sports market in women
• Methodology adopted
Media habits of 118 girls used to generate result using theory of consumer socialization
• Findings
Hypothesis were found true and females are influenced significantly by WOM
• Managerial implications
This study is limited to USA, other parts give a unexplored market
• Conclusion
WOM is a good influencer for teen girls in the US region w.r.t. sports market

2. Dix, S., Phau, I., & Pougnet, S. (2010). “Bend it like Beckham”: the influence of sports celebrities on young …show more content…
Bae, J., Lu-Anderson, D., Fujimoto, J., & Richelieu, A. (2015). East Asian college consumer decision-making styles for sport products. Sport, Business and Management: An International Journal, 5(3), 259-275.
• Purpose of the study
Studying consumer behavior in east asia
• Methodology adopted
PSIP scale across 35 categories
• Findings
Japanese had highest brand consciousness
• Managerial implications
Different marketing strategies for different countries
• Conclusion
Different cultures having different lifestyles
7. d'Astous, A., & Chnaoui, K. (2002). Consumer perception of sports apparel: the role of brand name, store name, price, and intended usage situation. International Journal of Sports Marketing and Sponsorship, 4(2), 14-31.
• Purpose of the …show more content…
McDaniel, S. R. (1999). An investigation of match‐up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184.

• Purpose of the study how to maximize consumer consumption in sports.
• Methodology adopted test the impact of brand/occasion matchups and publicizing situation on transitional measures of promoting viability.
• Findings
MANOVA
• Managerial implications
Higher levels of sponsorship will cause a significant increase in the consumership.
• Conclusion
Higher Levels of sponsorship aimed at females leads to direct increase in consumers of sports.

13. Mason, K. (2005). How corporate sport sponsorship impacts consumer behavior. Journal of American Academy of Business, 7(1), 32-35.
• Purpose of the study
Using sports sponsorship as a means to increase consumer

Similar Documents

Free Essay

David Beckham Success

...Beckham signed his first professional contract at a time when England footballers would still retire to run pubs or sell double-glazing. When he left the game, 21 years later, he did so as arguably the most famous footballer on the planet, the face of everything from soft drinks to supermarkets, perfumes to pants, football academies to entire overseas leagues. No other British sportsman would have a welcome party thrown for him at the Los Angeles Museum of Contemporary Art with a guest list that included Tom Cruise, Will Smith, George Clooney and Oprah Winfrey. Nor would their children have Elton John and Elizabeth Hurley as godparents. No stranger to the headlines, Beckham's celebrity went up a notch when he moved to Los Angeles For some that is no bad thing. Such relentless pursuit of profile and wealth is not everyone's idea of successful living. That an anagram of metatarsal, the foot bone he famously broke before the 2002 World Cup, is "a tart's lame" is almost too neat. Yet that profile was founded not on empty hype but exceptional footballing ability. Beckham genuinely achieved: 19 major trophies including 10 league titles; the only English player to win championships in four countries; scoring or providing assists in more than half of his 534 top-flight games. He could not beat a defender for pace, but he didn't have to - he would simply bend his crosses round them. He was an average tackler who seldom headed the ball, but possessed a right foot so precise...

Words: 934 - Pages: 4

Free Essay

Hsm 250 Bright Tutoring/Hsm250.Com

...HSM 250 Entire Course For more course tutorials visit www.hsm250.com HSM 250 week 1 Checkpoint Human Services Vocabulary Hunt HSM 250 Week 1 Written Assignment My Cultural Identity HSM 250 week 2 Checkpoint Character Case Study HSM 250 week 2 DQ 1 and DQ 2 HSM 250 Week 3 CheckPointCollaborative Discussion and Reflection on Perceptions HSM 250 Week 3 Written Assignment Developing Ethnicity HSM 250 Week 4 CheckPoint Gender Role Development HSM 250 week 4 DQ 1 and DQ 2 HSM 250 Week 5 CheckPoint Sexual Orientation Identity Theory HSM 250 Week 5 Written Assignment Sexual Orientation Case Study HSM 250 Week 6 CheckPoint Influences on Family Structure HSM 250 week 6 DQ 1 and DQ 2 HSM 250 Week 7 CheckPointAbleist Beliefs HSM 250 Week 7 Written Assignment Care Plan HSM 250 Week 8 CheckPoint Religion and Human Service Organizations HSM 250 week 8 DQ 1 and DQ 2 HSM 250 Week 9 Capstone CheckPoint HSM 250 Week 9 Final Written Assignment Character Profile ******************************************************* HSM 250 week 1 Checkpoint Human Services Vocabulary Hunt For more course tutorials visit www.hsm250.com CheckPoint: Human Service Vocabulary Hunt Due Date: Day 4 [post to the Individual forum] Use the reputable online resources to define each of the following vocabulary terms: Enculturation Acculturation Assimilation Encapsulation Collectivism Individualism Write an original definition for each term and provide an APA reference...

Words: 826 - Pages: 4

Premium Essay

국제 마케팅 케이스

...IntMk-CStud-4.qxd 26/05/2005 14:05 Page 563 section 4 case studies cases 4.1 Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand 563 571 574 583 586 590 594 599 604 case 4.1 Wal-Mart’s German Misadventure I don’t think that Wal-Mart did their homework as well as they should have. Germany is Europe’s most pricesensitive market. Wal-Mart underestimated the competition, the culture, the legislative environment. — Steve Gotham, retail analyst, Verdict Retail Consulting, October 20021 We screwed up in Germany. Our biggest mistake was putting our name up before we had the service and low prices. People were disappointed. — John Menzer, head of Wal-Mart International December 20012 ‘Don’t look now:’ low prices all year round! With thanks to Walmart 563 IntMk-CStud-4.qxd 26/05/2005 14:06 Page 564 section 6 case studies section 4 German blues For the world’s largest retailing company, Wal-Mart, Inc., the German market was proving difficult to crack. By 2003, even after five years of having entered Germany, Wal-Mart was making losses. Though Wal-Mart did not reveal these figures, analysts estimated...

Words: 33872 - Pages: 136

Premium Essay

International Communication

............................................................... 1 DECLARATION ............................................................................................. 2 TABLE OF CONTENTS ................................................................................... 3 1 INTRODUCTION ............................................................................... 4 1.1 Globalisation and hybridization explained from a cinematic perspective ...................................................................................... 4 1.2 The difference between deculturalisation, acculturalization and reculturalisation explained from a cinematic perspective.................. 6 2.1 Three theoretical approaches to the study of the digital divide explained ......................................................................................... 8 2.2.1 Culture shock explained .................................................................. 11 2.2.2 How to overcome culture shock ...................................................... 13 2.3 The role of international media in setting the news agenda of local or...

Words: 4605 - Pages: 19

Free Essay

Biomechanics

...BIOMECHANICS The term biomechanics means the study of the structure and function of biological systems using the methods of mechanics. Biomechanics studies the process of kinematics and used in the study of sports actions, such as the motion of throwing a baseball. Why do some golfers slice the ball? How can workers avoid developing low back pain? What cues can a physical education teacher provide to help students learn the underhand volleyball serve? Why do some elderly individuals tend to fall? We have all admired the fluid, graceful movements of highly skilled performers in various sports. We have also observed the awkward first steps of a young child, the slow progress of an injured person with a walking cast, and the hesitant, uneven gait of an elderly person using a cane. Virtually every activity class includes a student who seems to acquire new skills with utmost ease and a student who trips when executing a jump or misses the ball when attempting to catch, strike, or serve. What enables some individuals to execute complex movements so easily, while others appear to have difficulty with relatively simple movement skills? Although the answers to these questions may be rooted in physiological, psychological, or sociological issues, the problems identified are all biomechanical in nature. This book will provide a foundation for identifying, analyzing, and solving problems related to the biomechanics of human movement. Definition of Biomechanics The term biomechanics combines...

Words: 7545 - Pages: 31

Premium Essay

English

...Ch r i s t i n e Ro e ll Intercultural Training with Films ilms are a great medium to use not only to practice English, but also to facilitate intercultural learning. Today English is a global language spoken by people from many countries and cultural backgrounds. Since culture greatly impacts communication, it is helpful for teachers to introduce lessons and activities that reveal how different dialects, forms of address, customs, taboos, and other cultural elements influence interaction among different groups. Numerous films contain excellent examples of intercultural communication and are highly useful resources for teachers. Additional reasons for teachers to incorporate films in class and encourage their students to watch movies in English include: • Films combine pleasure and learning by telling a story in a way that captures and holds the viewer’s interest. • Films simultaneously address different senses and cognitive channels. For example, spoken language is supported by visual elements that make it easier for students to understand the dialogues and the plot. • Students are exposed to the way people actually speak. 2 2010 N u m b e r F • Films involve the viewers, appeal to their feelings, and help them empathize with the protagonists. • DVDs usually come with subtitles in English, which facilitates understanding and improves reading skills. After discussing the importance of teaching intercultural communication and suggesting films that match specific cultural...

Words: 6086 - Pages: 25

Free Essay

Fire & Lovly

...SIT Graduate Institute/SIT Study Abroad DigitalCollections@SIT Independent Study Project (ISP) Collection SIT Study Abroad 10-1-2011 Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman Rebecca Gelles SIT Graduate Institute - Study Abroad, gellesr@carleton.edu Follow this and additional works at: http://digitalcollections.sit.edu/isp_collection Part of the Other Film and Media Studies Commons, Other Languages, Societies, and Cultures Commons, Social Influence and Political Communication Commons, and the Sociology of Culture Commons Recommended Citation Gelles, Rebecca, "Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman" (2011). Independent Study Project (ISP) Collection. Paper 1145. http://digitalcollections.sit.edu/isp_collection/1145 This Unpublished Paper is brought to you for free and open access by the SIT Study Abroad at DigitalCollections@SIT. It has been accepted for inclusion in Independent Study Project (ISP) Collection by an authorized administrator of DigitalCollections@SIT. For more information, please contact digitalcollections@sit.edu. FAIR AND LOVELY: STANDARDS OF BEAUTY, GLOBALIZATION, AND THE MODERN INDIAN WOMAN Rebecca Gelles Academic Director: Tara Dhakal ISP Advisor: Pramada Menon, independent lecturer School for International Training India Sustainable Development and Social Change Program Fall 2011 Gelles 1 Table of Contents Acknowledgements………………………………………………………………………………..2 Abstract……………………………………………………………………………………………2...

Words: 12641 - Pages: 51

Premium Essay

Prose Fiction

...Junior Secondary Curriculum Principles of Curriculum Design Chapter 2 2.1 2.2 2.3 2.4 2.5 1 Introduction Literature in English Curriculum Framework Strands and Learning Targets Learning Objectives Generic Skills Values and Attitudes Broad Learning Outcomes Chapter 3 5 7 9 10 11 11 13 Curriculum Planning 3.1 Planning a Balanced and Flexible Curriculum 3.2 Central Curriculum and School-based Curriculum Development 3.2.1 Integrating Classroom Learning and Independent Learning 3.2.2 Maximizing Learning Opportunities 3.2.3 Cross-curricular Planning 3.2.4 Building a Learning Community through Flexible Class Organization 3.3 Collaboration within the English Language Education KLA and Cross KLA Links 3.4 Time Allocation 3.5 Progression of Studies 3.6 Managing the Curriculum – Role of Curriculum Leaders Chapter 4 1 2 2 3 3 13 14 14 15 15 16 16 17 17 18 21 Learning and Teaching 4.1 Approaches to Learning and Teaching 4.1.1 Introductory Comments 4.1.2 Prose Fiction 4.1.3 Poetry i 21 21 23 32 SECOND DRAFT 4.1.4 Drama 4.1.5 Films 4.1.6 Literary Appreciation 4.1.7 Schools of Literary Criticism 4.2 Catering for Learner Diversity 4.3 Meaningful Homework 4.4 Role of Learners Chapter 5 41 45 52 69 71 72 73 74 Assessment 5.1 Guiding Principles 5.2 Internal Assessment 5.2.1 Formative Assessment 5.2.2 Summative Assessment 5.3 Public Assessment 5.3.1 Standards-referenced Assessment 5.3.2 Modes of Public Assessment 74 74 74 75 77 77 77 Quality Learning and Teaching Resources 104...

Words: 41988 - Pages: 168

Premium Essay

A Study on Media Planning Strategies at Different Organizations

...A study on Different Media Planning strategies at Selected Organizations In the partial fulfilment of Post Graduate Diploma in Management By: Bhargav Radia (P1139) Under the guidance of: Dr RAJESH ASRANI External Guide: Mrs Upasana Miterani Mrs Nikita Panchal N.R. INSTITUTE OF BUSINESS MANAGEMENT AHMEDABAD (2011-2013) DECLARATION We Moulin Gajjar, Mohammad Ali & Bhargav Radia students of the two year PGDM programme at N R Institute of Business Management hereby declare that the report on summer training and project work entitle is the result of our own work. We also acknowledge the other works/publication cited in the report. (Signature) (Signature) (Signature) Moulin Gajjar Mohammad Ali Bhargav Radia Place: Ahmedabad Date:3/08/2012 ACKNOWLEDGEMENT I express my sincere thanks to Ms. Upasana Miterani and Mrs. Nikita Panchal Marketing Executives, ACTIVE MEDIA, AHMEDABAD. Who guided me throughout my project with constant co-operation, encouragement and motivation. I thank to record my gratitude to our college Director for his encouragement and valuable support towards us. My project guide Mr. Rajesh Asrani has provided his valuable inputs as and when required. I thank him for his help and constant support. ...

Words: 20429 - Pages: 82

Premium Essay

Body Language

...Allan and Barbara Pease are the internationally renowned experts in human relations and body language, whose 20 million book sales worldwide have turned them into household names. People's body language reveals that what they say is often very different from what they think or feel. It is a scientific fact that people's gestures give away their true intentions. Every day we are confronted by hundreds of different signals that can mean anything from 'That's a great idea' to 'You must be kidding'. And we are all sending out these signals whether we realise it or not. Now, in this authoritative guide written with great humour and insight, you can learn the secrets of body language to give you more confidence and control in any situation — from negotiating a deal to finding the right partner. Discover the techniques that will show you how to interpret gestures, read the underlying thoughts and emotions — and reach the right conclusions. Front cover photo supplied courtesy of Shufunotomo Co., Ltd. 2-9 Kanda Surugadai, Chiyoda-Ku, Tokyo, Japan Allan Pease is the world's foremost expert on body language. His book Why Men Don't Listen And Women Can't Read Maps co-authored with wife Barbara, has sold over 10 million copies in 48 languages since its release. Allan travels the world lecturing on human communication, has written 8 other bestselling books and appeared in his own television series which attracted over 100 million viewers. Barbara Pease is CEO of Pease International which...

Words: 96880 - Pages: 388

Premium Essay

Logic

...concepts 3. Why culture matters in international business 4. National, professional, and corporate culture 5. Interpretations of culture 6. Key dimensions of culture 7. Language as a key dimension of culture 8. Culture and contemporary issues 9. Managerial guidelines for crosscultural success > American Football . . . in Europe? There are few things more representative of U.S. culture than American football. It is an extravaganza, complete with exciting halftime shows and peppy cheerleaders. The game exemplifies national pride. The national anthem is played, flags are unfurled, and uniformed players charge up and down the field like an army in the throes of often violent conflict. The teams’ huddles divide the game into small planning sessions for the next play. In the United States, the National Football League (NFL) oversees the sport and, like any successful business, wants to score in new markets. The NFL first tackled Europe in 1991, with plans to establish American football there. After years of failed attempts, NFL Europe emerged as six teams, five of which were based in Germany (such as the Berlin Thunder, the Cologne Centurions, and the Hamburg Sea Devils). Earlier teams established in Spain had failed. Why did American football triumph in Germany but fail in Spain? An excellent metaphor for Spanish culture is the bullfight, an ancient pursuit. In tradition-bound Spain, bullfights are often held in 2,000-year-old Roman amphitheaters. Rather than a competitive sport...

Words: 18507 - Pages: 75

Premium Essay

Strategy Case Studies

...beginning of the 21st century, its CEO/ Chairman, Yang-Ho Cho undertook various transformation initiatives - for instance, improving service quality and safety standards, technology integration, upgrading pilot training, better business focus; putting in place a professional management team, improving corporate image through sponsorship marketing, etc. He gave a new corporate direction in the form of '10,10,10' goal. However, Korean Air is held up by a slew of challenges. Among which are inefficiencies of - Chaebol system of management, possible clash of its cargo business with its own shipping company, limited focus on the domestic market and growing competition from LCCs. How would Korean Air manage growth as a family-owned conglomerate? The case offers enriching scope for analysing a family business’s turnaround strategies, with all the legacy costs involved. Pedagogical Objectives • To discuss the (operational) dynamics of Korean Chaebols - their influence/ effects on the country’s industrial sector and the economy as a whole • To analyse how family-owned businesses manage the transition phase - from a supplier-driven economy to a demanddriven economy • To identify all the possible reasons for Korean Air ’s turbulent times and assessing whether they are controllable or not • To critically evaluate Korean Air ’s transformation efforts - in terms of growth, productivity and cost cuts, especially the efficacy of '10,10,10' goal in a family-run business • To identify various challenges...

Words: 71150 - Pages: 285

Free Essay

Train Your Brain

...Dominic O’Brien is renowned for his phenomenal feats of memory and for outwitting the casinos of Las Vegas at the blackjack tables, resulting in a ban. In addition to winning the World Memory Championships eight times, he was named the Brain Trust of Great Britain’s Brain of the Year in 1994 and Grandmaster of Memory in 1995. He has made numerous appearances on TV and radio and holds a host of world records, including one for memorizing 2,385 random binary digits in 30 minutes. In 2005 he was given a lifetime achievement award by the World Memory Championships International in recognition of his work to promote the art of memory all over the world; and in 2010 he became the General Manager of the World Memory Sports Council. By the same author (all published by Duncan Baird Publishers) How to Develop a Brilliant Memory: Week by Week How to Pass Exams Learn to Remember Never Forget: A Name or Face Never Forget: A Number or Date This edition published in the UK in 2011 by Watkins Publishing, Sixth Floor, Castle House, 75–76 Wells Street, London W1T 3QH Copyright © Watkins Publishing 2011 Text copyright © Dominic O’Brien 2011 Illustrations copyright © Watkins Publishing 2011 Dominic O’Brien has asserted his moral right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work. Mind Maps® is a registered trade mark of Tony Buzan in the UK and USA. For further information visit www.thinkbuzan.com. All...

Words: 51768 - Pages: 208

Premium Essay

Individual: Influences of Visual Media Paper

...revered as a masterpiece, and in 1997 the American Film Institute named it the Greatest American Movie of All Time. “Citizen Kane is more than a great movie; it is a gathering of all the lessons of the emerging era of sound,” film critic Roger Ebert wrote.1 CHAPTER 6 ○ MOVIES 185 (c) Bedford/St. Martin's bedfordstmartins.com 1-457-62096-0 / 978-1-457-62096-6 MOVIES A generation later, the space epic Star Wars (1977) changed the culture of the movie industry. Star Wars, produced, written, and directed by George Lucas, departed from the personal filmmaking of the early 1970s and spawned a blockbuster mentality that formed a new primary audience for Hollywood— teenagers. It had all of the now–typical blockbuster characteristics like massive promotion and lucrative merchandising...

Words: 19373 - Pages: 78

Premium Essay

Cross Cultural Management

...Cross-Cultural Communication Theory and Practice Barry Tomalin; Brian J. Hurn ISBN: 9780230391147 DOI: 10.1057/9780230391147 Palgrave Macmillan Please respect intellectual property rights This material is copyright and its use is restricted by our standard site license terms and conditions (see palgraveconnect.com/pc/connect/info/terms_conditions.html). If you plan to copy, distribute or share in any format, including, for the avoidance of doubt, posting on websites, you need the express prior permission of Palgrave Macmillan. To request permission please contact rights@palgrave.com. Cross-Cultural Communication 10.1057/9780230391147 - Cross-Cultural Communication, Brian J. Hurn and Barry Tomalin Copyright material from www.palgraveconnect.com - licensed to Griffith University - PalgraveConnect - 2014-04-12 This page intentionally left blank 10.1057/9780230391147 - Cross-Cultural Communication, Brian J. Hurn and Barry Tomalin Copyright material from www.palgraveconnect.com - licensed to Griffith University - PalgraveConnect - 2014-04-12 Cross-Cultural Communication Theory and Practice Brian J. Hurn and Barry Tomalin Copyright material from www.palgraveconnect.com - licensed to Griffith University - PalgraveConnect - 2014-04-12 10.1057/9780230391147 - Cross-Cultural Communication, Brian J. Hurn and Barry Tomalin © Brian J. Hurn and Barry Tomalin 2013 Foreword © Jack Spence 2013 All rights reserved. No reproduction, copy or transmission of this...

Words: 129836 - Pages: 520