Sport mega-brands : case studies in international marketing / James Santomier

• Main Author: Santomier, James Jr.
• Format: Article
• Language: English
• Published: Faculty of Business and Management ; UiTM Press 2002
• Subjects: Sport clothes industry; Sporting goods industry. Recreational equipment; Export marketing. International marketing; Branding (Marketing)
• Online Access: http://ir.uitm.edu.my/id/eprint/11431/1/AJ_JAMES%20SANTOMIER%2CJR.%20JIBE%2002.pdf; http://ir.uitm.edu.my/id/eprint/11431/; https://jibe.uitm.edu.my/

The complexity of the sport industry, growing interest in sport entertainment, increasing competition, influence of technology, and growing convergence of consumer needs are prompting multinational sport enterprises to leverage brand equity and extend their global reach. This paper examines: 1) spo...