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10 Apr 2007
First Look

First Look: April 10, 2007

competition takes place at a very conceptual level, Li Ning has chosen to adopt a very controversial "oriental theme" for its brand, while becoming at the same time a major sponsor of international athletes of the highest... View Details

Keywords: Martha Lagace

31 Mar 2009
First Look

First Look: March 31, 2009

endorsement opportunities from Electronic Arts, 2K Games, and Xbox Live to add to his portfolio. Allows for a rich discussion about how superstar athletes and other celebrities can create and capture value from their brands as well as... View Details

Keywords: Martha Lagace

07 Sep 2011
First Look

First Look: Sept. 7

practitioners. In this study of athlete endorsements, we find there is a positive payoff to a firm's decision to sign an endorser, and that endorsements are associated with increasing sales in an absolute sense and relative to competing... View Details

Keywords: Sean Silverthorne