Essays about: "Sponsorship Management"

Showing result 1 - 5 of 17 essays containing the words Sponsorship Management.

  1. 1. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  2. 2. The Untold Story of the Sponsee - A Study of the Sponsorship Strategy of Swedish Elite Football Clubs

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jakob Ivarsson; Måns Claeson; [2019]
    Keywords : Sponsorship; Sponsee Sponsorship Strategy; Brand Image Strategy; Relationship Strategy; Business and Economics;

    Abstract : Thesis purpose: This study aims to establish an understanding of the sponsee sponsorship strategy, with the purpose of expanding on the academic understanding and narrowing the identified research gap. Methodology: A qualitative study through semi-structured interviews with Swedish elite football clubs was conducted to answer how the sponsee strategically engage in sponsorships. READ MORE

  3. 3. Should we stay or should we go? - Key brand elements that can be affected by sponsorship issues and how to communicate the “go-decision”

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jakob Ivarsson; Carolin Bruder; Helena Lübeck; [2018]
    Keywords : Sport sponsorship; crisis management; on-the-field misbehaviour; off-the-field misbehaviour; external communication; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to examine how sponsorship crises can affect brands. Especially brands that have decided to part from their athletes are taken into account in this paper. Besides that, it aims to establish managerial guidelines that help to communicate the termination of sponsorship activities. READ MORE

  4. 4. The Road to Success; A Multiple case study of the European Football industry

    University essay from Göteborgs universitet/Graduate School

    Author : Mattias Ivarsson; [2017-09-13]
    Keywords : Financial success; sporting success; football finance; competitive advantage; financial fair play;

    Abstract : MSc in Innovation and Industrial Management.... READ MORE

  5. 5. Sport Sponsorship : Managing the relationship between a sponsor and a sponsee

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle; Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Veronica Lilja; Karin Isacsson; [2017]
    Keywords : sport sponsorship; sweden; business relatioships; sport; sponsorship; gloal; sponsee; sport entity; interorganizational relationship; marginal utility; exchange theory; commitment and trust; benefits; managing; management;

    Abstract : Sports sponsorship accounts for the majority of global sponsorship revenue and is a mutually beneficial business relationship between two parties -the sponsor and the sponsee. The most successful sports sponsorships are based on a good relationship between the sports entity and its sponsor, however, the relationship between the sponsor and the sponsee is difficult to understand due to the lack oftheoretical and managerial implications of the area. READ MORE