Essays about: "Bernhard Böhm"

Found 1 essay containing the words Bernhard Böhm.

  1. 1. The downside of Fandom and Sponsorships - An empirical study of sports team rivalry and other negative sport sponsorship effects

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Bernhard Böhm; [2014]
    Keywords : sponsorships; rivalry affiliation; fan identification; image transfer; negative spill-over effects;

    Abstract : This study examines how sports team rivalry and other negative sport sponsorship effects can interfere with a successful sponsorship agreement between a sponsor and its sponsored object. The study consists of two sections, a quantitative, as well as a qualitative research part. READ MORE