The Dynamics of Sponsorship

The Dynamics of Sponsorship

Leveraging Brand Equity in Postmodern Markets

LAP Lambert Academic Publishing ( 07.04.2010 )

€ 79,00

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A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the effects of sponsorship on consumer behavior. For brand managers, it provides a guide for getting effective results in sponsorship involvement as well as to increase the return on these investments.

Kitap detayları:

ISBN-13:

978-3-8383-5565-8

ISBN-10:

3838355652

EAN:

9783838355658

Kitabın dili:

English

Yazar:

Dr. Edin Güçlü Sözer

Sayfa sayısı:

208

Yayın tarihi:

07.04.2010

Kategori:

Reklam, pazarlama