We Love Horses - En kritisk diskursanalys av H&Ms marknadskommunikation (idrottssponsring) gentemot unga konsumenter
Through a case study of H&Ms equestrian sponsorship this study aims to investigate the communicative aspects of sports sponsorships targeting a young audience, as well as its impact on the core values of children’s and youth sports in the Swedish society. Furthermore, this study intends to investigate and create further knowledge on how elite athletes are used by commercial businesses in order