Download or read book Study on the Effects of Athlete Sponsorship on Brand Equity written by Meng-Hsuan Hsieh and published by . This book was released on 2012 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Effect of Sport Sponsorship on Brand Equity written by Thomas Peter Joseph Isola and published by . This book was released on 2019 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Effect of Sports Sponsorship Towards Brand Equity Through Athlete Endorsement written by Melanie Tham and published by . This book was released on 2015 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Sports Sponsorship and Branding written by Ho Keat Leng and published by Taylor & Francis. This book was released on 2023-12-22 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, Name and Image Likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners and policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management.

Download or read book Effect of Athlete Sponsorship on Brand Equity written by Anja Puc and published by . This book was released on 2018 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Building Customer based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Latent Variable Path Modeling with Partial Least Squares written by Jan-Bernd Lohmöller and published by Springer Science & Business Media. This book was released on 2013-11-11 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Partial Least Squares (PLS) is an estimation method and an algorithm for latent variable path (LVP) models. PLS is a component technique and estimates the latent variables as weighted aggregates. The implications of this choice are considered and compared to covariance structure techniques like LISREL, COSAN and EQS. The properties of special cases of PLS (regression, factor scores, structural equations, principal components, canonical correlation, hierarchical components, correspondence analysis, three-mode path and component analysis) are examined step by step and contribute to the understanding of the general PLS technique. The proof of the convergence of the PLS algorithm is extended beyond two-block models. Some 10 computer programs and 100 applications of PLS are referenced. The book gives the statistical underpinning for the computer programs PLS 1.8, which is in use in some 100 university computer centers, and for PLS/PC. It is intended to be the background reference for the users of PLS 1.8, not as textbook or program manual.

Download or read book Internet Users Attitudes Toward Sports and Effects of Sports Sponsorship on Brand Equity written by Woo-Young Jin and published by . This book was released on 2000 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Sponsorship For a Return on Investment written by Guy Masterman and published by Routledge. This book was released on 2012-06-14 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.

Download or read book Sponsorship for Sport Managers written by John L. Crompton and published by Fitness Information Technology. This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Securing financial resources through sponsorships is a prominent element in the job descriptions of many sport managers and the importance of that task has increased exponentially in recent years. Sponsorship for Sport Managers provides readers with an understanding of how companies use sponsorship in their marketing programs and how sport managers can leverage that knowledge into greater sponsorship opportunities. Widely acclaimed author John Crompton masterfully integrates the conceptual with the applied as Sponsorship for Sport Managers helps readers to: understand how companies use sponsorship in their marketing programs; be responsive to sponsors' needs; charge an equitable fee for providing sponsors with leveraging opportunities; be active partners with the sponsors to help them meet their objectives, and measure the extent to which the objectives were accomplished.

Download or read book Strategic Brand Management written by Jean-Noël Kapferer and published by Simon and Schuster. This book was released on 1994 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.

Download or read book Brand Equity College Athletics written by Julie A. Higgins and published by . This book was released on 2006 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: Brand equity is a much discussed topic in the marketing literature and in a variety of fields, including sport management. As sport organizations face stronger competition for consumers' entertainment dollars, brand equity has become a more relevant topic. Using brand equity research from both the marketing and sport management literature as a basis, this study attempts to measure the effects of brand uncertainty situations (e.g., times when a consumer must think about how they feel about a specific brand) on the brand equity that consumers hold for a Division I college football team. This study also advances the understanding of what situations can "activate" brand equity in the minds of consumers and the impact of such activation on consumers' decision-making. The purpose of this study was to determine if individuals with strong brand equity respond differently than those with weak brand equity to a specific brand uncertainty situation. Students (N = 141) from the university under investigation participated in the experiment. Participants were asked to respond to a questionnaire measuring their brand equity for a college football team. A week later, the same participants were asked to read a fictitious news article (presented as a real news article) depicting a brand uncertainty situation for the football team. The fictitious scenarios described a positive product change situation, a negative product change situation, a negative word of mouth situation, and a positive word of mouth situation. After reading these articles, participants then responded to the questionnaire measuring their brand equity. Results indicate that the majority of the participants had very strong brand equity for the team in question. There was a lack of participants with weak brand equity to determine how their brand equity would be affected by the brand uncertainty situations. However, the results for participants with strong brand equity indicate that brand equity is persistent and resistant to change in the face of one uncertain situation. These findings support previous research on consumer-based brand equity that acknowledges its importance to organizations in the long run.

Download or read book Sport Sponsorship and Customer Based Brand Equity A Study of the FIFA World Cup 2014 written by Sabine [Verfasser] Reichel and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship has steadily gained importance in the marketing communication mix as indirect form of marketing in the past decades. Increasing brand awareness and building, changing or reinforcing a brands image are among the most important reasons why companies nowadays invest large sums into sponsorship and particularly into sport properties. Despite considerable research interest, there is still a lack of understanding of the relationship between sport sponsorship and customer-based brand equity in a global context which this study seeks to illuminate. By utilizing a holistic customer-based brand equity measurement tool, this study contributes findings from a real-life global sport sponsorship setting the FIFA World Cup 2014 in Brazil. A pre-post event analysis including three of its sponsors among a matched sample of 177 respondents from the Austrian target market revealed positive changes in brand awareness and brand image for two of its sponsors, whereas image transfer effects could not be established. This discrepancy between the results for the three sponsoring brands is likely to be attributable to event-sponsor fit. Overall, it can be concluded from this study that for low-equity and low-fit sponsors, sponsorship may indeed play a brand-building role, while for high-equity and high-fit sponsors it may primarily serve to secure their competitive position in the market place. *****.

Download or read book Routledge Handbook of Sports Sponsorship written by Alain Ferrand and published by Routledge. This book was released on 2006-12-05 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first English language text to analyse and explain sports sponsorship in full, looking at law, marketing and business practice Sports sponsorship is a multi million £ industry and is a key subject in degree courses in sports management and sports marketing at undergraduate and masters Packed full of real-world case studies The authors are respected, successful sports management academics, consultants and business professionals Appeals to students as well as potential professional market of CEOs, marketing directors, communications and PR executives, lawyers and brand managers

Download or read book Public Branding and Marketing written by Staci M. Zavattaro and published by Springer Nature. This book was released on 2021-07-21 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.

Download or read book Managing and Leveraging Events written by Nico Schulenkorf and published by Routledge. This book was released on 2021-11-10 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores and advances the latest concepts and developments in event management theory and practice. Drawing on the ever-growing event management literature – and supported by theories and concepts from parent disciplines – the book examines challenges and opportunities related to maximising business and social benefits for those working in different event management positions in a variety of contexts. Written by an international team of five management scholars, the book investigates event management and leverage from various angles, including international business, event business studies, sport management, community development, and business strategy. It does so by offering a combination of theoretical approaches as well as contemporary cases from around the world. This book will be of interest to undergraduate and postgraduate students of event management, as well as scholars researching in social and business-related areas of event management and leverage.

Download or read book The Effects of CSR on Marketing A Study on Sports Sponsorship of Grameenphone Bangladesh written by Md.Jobair Hossain and published by GRIN Verlag. This book was released on 2015-11-11 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.5 (A-), , course: Consumer Behavior, language: English, abstract: Sponsorship has emerged noticeably over the few decades. The relationship between sponsor and sponsorship is very important for this new century. Both parties have been gaining advantages from sustainable sponsorship relation. Sponsorship program is treated as CSR activity of a corporation. Grameenphone is the largest telecom network service providers in Bangladesh. It has been engaging at different socio cultural activities through sponsoring as part of its Corporate Social Responsibility. Sports sponsorship has been very import to it. It has been sponsoring in cricket, football, golf, local sporting events such as – Boat racing. Survey research strategy has been used at this study because it has collected the research data from the selected company without any experiment from the existing elements and from the existing customer of the company. The main purpose of this study is to study the sponsorship program and also the brand awareness capability of this term. Both primary and secondary data has been considered. Main objective of this research is to study the sport sponsorship program of Grameenphone, Bangladesh and find the relation between sponsorship program and its effect on sales by increasing brand awareness. To judge brand awareness of such sporting events recall and recognition test has been conducted. From Brand Recall and recognition test, it is found that out of different sports sponsoring program Grameenphone’s sponsoring at Golfer Siddiquer has the highest recall and recognition rate. Sponsoring cricket has the second highest recall and recognition rate. Boat racing and Football sponsoring has lower recall and recognition rate. It can be said that Brand awareness is higher at sponsoring at Golfer Siddiquer and Cricket. Brand awareness is lower at sponsoring boat racing and football sponsoring. So GP will not get benefited from sponsoring at Football and Boat Racing. GP will get benefited by learning advantage, consideration set benefit and consideration choice benefit from cricket, golf sponsoring. All of these will create new customer base, retain the existing customer and building customer equity which will convert a customer a to loyal customer. It is better for GP to keep aside from sponsoring at Football and boat racing activities. GP can engage more in Cricket and golf in new ways.