TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | NIKE S MARKETING ACTION IN CREATING THE AIR JORDAN BRAND | ||||||||||||
| Autor(es): |
YAN HAHN LEITE |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 19/JUL/2024 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=67397@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=67397@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.67397 | ||||||||||||
| Resumo: | |||||||||||||
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This work aims to understand Nike s marketing action in creating the Air
Jordan brand, using the American basketball star Michael Jordan as an endorser.
For this study, an in-depth research was conducted on the necessary theory to
support and analyze the obtained results. A field survey was conducted with 50
respondents to gather data. After data collection, the data was processed to be analyzed based on the theory and insights. Finally, analyses and results were
consolidated to provide a better understanding of the study s objective, as well as
to present possible studies that could continue or use this study as a basis.
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