TITLE

What's in a Name?

AUTHOR(S)
Bhonslay, Marianne
PUB. DATE
July 2007
SOURCE
SGB;Jul2007, Vol. 40 Issue 7, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on selling products branded with the names of athletes or endorsed by athletes. Athletes can help to market retail products that are connected to their sports. Kansas City Chiefs football player Dante Hall's performance in the 2003 season caused a surge in sales of replica jerseys. When Randy Moss joined the Oakland Raiders, sales of Raiders and Moss merchandise increased. Athletes' behavior off of the field can also have an impact on sales.
ACCESSION #
25795803

 

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