The Economic Impact of Michael Jordan

Paper Summary:

This paper looks at the economic impact of Michael Jordan that resulted from his super-star status and his endorsement of certain products. The paper points out that, in addition to having had a positive economic impact on the NBA, Michael Jordan has also had a tremendous economic impact on companies whose products he has endorsed and that, in essence, Jordan himself represents power, influence, globalism, wealth, and capitalism .

From the Paper:

"Sport personalities and their sponsors have now become a winning combination and the link between the two has proved to be an immensely profitable connection for the global economy. There are several reasons why sports personalities are chosen to promote certain products. Firms are quite careful in their selection of the right face and name to associate with their products or services. Research in this area indicates that firms select celebrities when it is felt that "the life experiences of endorsers fit the advertising message, that the endorser has high appeal with the firm's target consumer group, or that the endorser's universal appeal makes the advertising universal." (Mathur et al, 1997)"

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