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Overcoming Gender Bias Through Marketing: How to enhance the public perception of female ice hockey through marketing to generate more popularity?
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose – The purpose of this paper is to explore the effect gender bias has in sports and howmarketing can be used to challenge gender bias.

Design/methodology/approach – This paper will use data collected from 188 surveys from registered fans of the Linköping Hockey Club.

Findings – This paper targets why female ice hockey is not as popular as male ice hockey. Theories such as marketing mix are used to identify the differences and similarities between thetwo teams as if they were products.

Practical implications – Sports leagues and clubs with male and female teams could use the results to limit gender bias against women in sports.

Originality/value – This will help limit gender bias through a marketing perspective, by specifically addressing gender bias in sports marketing.

Place, publisher, year, edition, pages
2017. , 53 p.
Keyword [en]
Gender Bias, Marketing, Sports Marketing, Ice Hockey
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-138147ISRN: LIU-IEI-FIL-G--17/01659--SEOAI: oai:DiVA.org:liu-138147DiVA: diva2:1107867
Subject / course
Bachelor Thesis in Business Administration (Kandidatuppsats i Företagsekonomi)
Presentation
2017-06-05, Linköping, 14:00 (English)
Supervisors
Examiners
Available from: 2017-08-09 Created: 2017-06-11 Last updated: 2017-10-03Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
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More languages
Output format
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