Purpose: The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach: The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least...

"This book provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies"--

"This book provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies"--Provided by publisher.

"This book provides theoretical frameworks and current empirical research in the field by highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and...