Essays about: "cause sponsorship"

Found 2 essays containing the words cause sponsorship.

1. 1. Exploring Audience Perception of a Cause-Related Sponsorship Campaign : The Case of Hummel and the Danish National Football TeamDuring The 2022 FIFA World Cup

   University essay from

   Author : Franciska Kószás; Patricia Tudesko; [2023]
   Keywords : Corporate social responsibility; cause-related marketing; cause-related marketing campaign; Hummel; The 2022 FIFA World Cup; Qatar; Reddit; online community; audience perception; case study; content analysis;

   Abstract : Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. READ MORE

3. 2. 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