Raftul cu initiativa Book Archive


Growing Brands Through Sponsorship: An Empirical by Philip Gross

By Philip Gross

Philip Gross addresses a brand new chance for growing to be manufacturers which may dwell inside of a sponsorship alliance. normally, manufacturers vie for photograph move from an occasion or different estate whilst getting into a sponsorship engagement. but this custom leaves a beneficial a part of a sponsorship alliance unexploited. in particular, the writer infers from theories of social and cognitive psychology to suggest and try a learn version that bills for a sponsor to additionally achieve from model angle and character qualities innately tied to a co‑sponsor of an identical occasion. the implications supply proof for direct snapshot move among sponsor manufacturers. for this reason, pairing with a co‑sponsor may possibly give a boost to or dilute a sponsor brand's snapshot reckoning on the expediency of the picture conveyed via that best friend.

Show description

Read Online or Download Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Strategie, Marketing und Informationsmanagement) PDF

Similar marketing books


We're in an age of knowledge overload, and an excessive amount of of what we watch, listen and browse is incorrect, deceitful or perhaps risky. but you and that i can take regulate and make media serve us -- we all -- via being energetic shoppers and individuals. Here's how.

Internationales Marketing-Management

Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Management wendet sich dieses Buch sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich das strategische internationale advertising, den internationalen Einsatz des Marketing-Instrumentariums, das internationale Marketing-Controlling, die internationale Marketing-Organisation sowie das Human source administration in foreign tätigen Unternehmen.

Global Marketing: Foreign Entry, Local Marketing, and Global Management, 5th Edition

Johansson’s international advertising, 5/e makes use of a three-pronged framework to arrange the dialogue of the way to behavior worldwide enterprise: overseas access, neighborhood advertising, and international administration. Johansson seeks to improve the various abilities a advertising supervisor should be profitable in each one of those projects. In international access, in international administration, and to a wide quantity whilst a neighborhood marketer abroad, the worldwide marketer wishes abilities that the house makes experience-or the traditional advertising text-have infrequently taught.

Extra info for Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Strategie, Marketing und Informationsmanagement)

Sample text

0% – is related to the world economic crisis that may slow down marketing spending in general. An overview on the development of global spending on sponsorship rights fees and the CAGR's given above is presented in Figure 3. Remember that these numbers exclusively represent the sponsorship fees and do not include any outlays on sponsorship leverage or activation required to communicatively exploit the acquired rights. 4 1996 2001 2006 2007 2010 2011 2012 projected Figure 3: Total global sponsorship spending 1996 – 2012 projected [USD bn].

A specific manufacturer or region) and in differentiating one market offering from another. For example, brick-makers in ancient Egypt used to emboss their bricks using unique symbols and members of trade guilds in medieval Europe utilized "trademarks" on their products as a sign of quality for the customers and to claim legal protection of exclusive production rights for specified regional markets. 575). 2). Branding of products or services as we know it today evolved at the beginning of the 20th century as a result of mass production in the course of industrial development.

4). However, in accordance with a dictum put forth by Samuel Johnson contending that to "act from pure benevolence is not possible for finite beings. 17), Maecenas did in fact receive some reward in return for his generosity. In the interest of the state, he expected 22 Literature Review and Theoretical Background that the poems written by his protégés would have the power to reconcile men's minds to the order of the Roman Empire and that these works would eventually help associating the state with glory and majesty.

Download PDF sample

Rated 4.76 of 5 – based on 47 votes