Character parts
Article Abstract:
Character licensing has become a highly profitable industry worldwide with products easily promoted internationally through the use of popular licensed characters. The retail value of licensed merchandise reached $26 billion in Western Europe in 1994, compared with $67 billion in the United States. The United States market is now mature, but there is vast growth potential in other areas such as the Middle East and Europe. There are many areas for use of licensed characters in the leisure industry, such as for use by a restaurant chain.
Publication Name: Leisure Management
Subject: Travel industry
ISSN: 0266-9102
Year: 1995
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Star performers
Article Abstract:
Product endorsements by well-known personalities heighten confidence in the product, raise awareness and enhance the desire to purchase. Sports personalities are increasingly being contracted to sign endorsements for the fitness and health industry in the United Kingdom. Daley Thompson has signed an agreement with the hotel group Queens Moat Houses of the United Kingdom as part of the company's plan to market its Bodyclub and Club Moativation products. Thompson's name is easily recognised and he has all-round appeal.
Publication Name: Leisure Management
Subject: Travel industry
ISSN: 0266-9102
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
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