Narrow search
Showing 1 - 10 of 956
Cover Image
If the cause fits, wear it: : jersey sponsorship and the role of congruence, articulation, and CSR-linked marketing
Graeber, Justin; Scheinbaum, Angeline Close - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 3, pp. 171-185
Persistent link: https://www.econbiz.de/10013411471
Cover Image
The Influence of a Sports Event Sponsorship on Brand Image and Brand Preference
Phiri, Thabo; Chakauya, Leonard - 2023
This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and … simple random sampling. Descriptive statistics were used to examine the influence of soccer event sponsorship on brand image … and brand preference. The result shows that soccer event sponsorship influences the brand image and brand preference …
Persistent link: https://www.econbiz.de/10014360692
Cover Image
Corporate Sponsorships of Philanthropic Activities : When Do They Impact Perception of Sponsor Brand?
Menon, Satya; Kahn, Barbara E. - 2012
advertising - are examined. Results from four laboratory studies indicate that perceptions of corporate sponsorship responsibility … sponsor and social issue increases favorable ratings of CSR for cause promotions, but only if elaboration on the sponsorship … long as elaboration on the sponsorship is not constrained. We also find that higher congruence enhances CSR ratings if …
Persistent link: https://www.econbiz.de/10014074037
Cover Image
An IMC Approach to Event Marketing : The Effects of Sponsorship and Experience on Customer Attitudes
Sneath, Julie - 2012
The purpose of this study is to examine outcomes associated with the sponsorship of a charitable sporting event by an …
Persistent link: https://www.econbiz.de/10013112308
Cover Image
Objectives of Educational Sponsorship as a Marketing Communication Tool and its Application at the Sate Oil Company of Azerbaijan Republic/Socar
Abutalibov, Rasim - 2013
The aim of this article is to provide a better understanding of educational sponsorship and its application as a … sponsorship. Author used a qualitative research with a case study. The interviews and documentations were used as primary and … secondary data. The common outcome of the study is that several objectives of educational sponsorship are generally used. The …
Persistent link: https://www.econbiz.de/10013074113
Cover Image
Are they wearing their pride on their sleeve? : examining the impact of team and university identity upon brand equity
Wear, Henry; Heere, Bob; Clopton, Aaron - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 2, pp. 79-89
Persistent link: https://www.econbiz.de/10011517866
Cover Image
A model bridging team brand experience and sponsorship brand experience
Biscaia, Rui; Trail, Galen; Ross, Stephen; Yoshida, Masayuki - In: International journal of sports marketing & sponsorship 18 (2017) 4, pp. 380-399
Persistent link: https://www.econbiz.de/10011821792
Cover Image
EVIDENCE ON INTERNET COMMUNICATION MANAGEMENT STRATEGIES FOR LUXURY BRANDS
Geerts, Angy; Veg-Sala, Nathalie - In: Global Journal of Business Research 5 (2011) 5, pp. 81-94
Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....
Persistent link: https://www.econbiz.de/10011205909
Cover Image
The Main Factors for Strategic Building of the Brand Value and Methods for Brand Valuation at the Czech Republic Market
Harantova, Monika; Svoboda, Petr - International Institute of Social and Economic Sciences - 2014
Currently there is a variety of approaches dealing with a brand or trademark valuation. The International Valuation Standards (IVS) and the Valuation under Act No. 151/1997 Coll. on property valuation in relation to trademarks in the territory of Czech Republic can be classified among them. The...
Persistent link: https://www.econbiz.de/10011207210
Cover Image
Brands and value delivery networks in the lamb sector of the Basque Country.
Oñederra, José Juan Beristain; Serrano, Lucía Mediano; … - In: Cuadernos de Gestión 12 (2012) 02, pp. 77-101
This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the Basque Country, and analyzes to what extent the sector is taking advantage of that potential. To achieve this goal, we carry out a review of the literature related to perceived...
Persistent link: https://www.econbiz.de/10010571380