Essays about: "Sponsorship marketing communication"

Showing result 1 - 5 of 13 essays containing the words Sponsorship marketing communication.

  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 Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

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

    Author : Anthony Grivas; Fabian Bratell; [2018]
    Keywords : sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

    Abstract : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. READ MORE

  3. 3. “This post is a paid sponsorship” Do we care? : How consumers perceive brands when social media influencers disclose paid partnerships

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Anton Phan; Sinem Yedic; [2018]
    Keywords : Social media influencer SMI ; consumer brand perception; marketing regulations; influence of SMIs; content; trust; truthfulness;

    Abstract : An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. READ MORE

  4. 4. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

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

    Author : Matthieu BOUVIER; Marlène LESAULE; [2017]
    Keywords : Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

    Abstract : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. READ MORE

  5. 5. Attitudes towards the (UN)official sponsor : ‘Cultural factors' impact on consumers' attitudes towards ambush marketing

    University essay from Högskolan Kristianstad/Sektionen för hälsa och samhälle; Högskolan Kristianstad/Sektionen för hälsa och samhälle

    Author : Jens Fredriksson; Henrik Rosenborg; [2016]
    Keywords : Marketing Communication; Ambush Marketing; Consumers’ attitudes; Sponsorship; Cultural factors;

    Abstract : Ambush marketing has recently become a large problem for event owners and official sponsors. One of the main focuses, in the field of ambush marketing, has been about consumers' attitudes towards ambush marketing. However, the research field has a gap in what affects consumers’ attitudes. READ MORE