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Le rôle des héros des tribus sportives dans l'offre des équipementiers de la "glisse"

Abstract : The purpose of this study is to analyse the involvement of“sliding/gliding” champions in the actions organised by thesports manufacturers, and more precisely, the latest role playedby the sporting elite within this new context of consumerism. Theaim is to demonstrate that the correlation between the sportingpersonality chosen to represent a certain brand and the publictargeted by the sports company denotes a specific marketingstrategy. Indeed, manufacturers are faced with two conflictingideals ; on the one hand they must ensure the survival of thebrand and therefore appeal to an ever-increasing public, and onthe other hand they must maintain an image which upholds thekey values of the brand in the eyes of the purists.
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https://halshs.archives-ouvertes.fr/halshs-02110659
Contributor : Christophe Durand <>
Submitted on : Friday, April 26, 2019 - 5:42:54 PM
Last modification on : Friday, April 23, 2021 - 4:51:55 PM
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Chantal Rouvrais-Charron, Christophe Durand. Le rôle des héros des tribus sportives dans l'offre des équipementiers de la "glisse". Revue Européenne de Management du sport, Presses universitaires du sport, 2004, pp.57-93. ⟨halshs-02110659⟩

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