The Dynamics of Sponsorship - Szer Edin

Name: The Dynamics of Sponsorship - Szer Edin
Brand: OmniScriptum GmbH & Co. KG
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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.

EAN: 9783838355658

Producent

OmniScriptum GmbH & Co. KG

Kod produktu

575EZS03527KS

Autorzy

Szer Edin

Rok wydania

2010

Elementy

208

Oprawa

Oprawa Skórzana