Essays about: "sports sponsorship as a communication tool"

Found 4 essays containing the words sports sponsorship as a communication tool.

  1. 1. Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes

    University essay from Malmö universitet/Fakulteten för lärande och samhälle (LS)

    Author : Dorota Celczynska; [2020]
    Keywords : Sponsorship; Sports event; Poland; Decision-making; Exchange process;

    Abstract : Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. READ MORE

  3. 2. 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

    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

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

    University essay from 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

  5. 4. Sponsorship - Attitudinal Effects of Sponsorship

    University essay from IHH, Företagsekonomi

    Author : Wiktor Jansson; Ilja Johansson; Ali Mehrnoosh; [2009]
    Keywords : attitude change; brand attitude; brand image; brand recall; cognitive consistency; experiment; mere exposure effect; sport sponsorship; Brynäs IF; HV71; Stora Enso.;

    Abstract : Purpose: To investigate how attitudes of hockey supporters change towards a sponsoring company depending on fan type and team commitment. Background: Sponsorship has become a widely accepted and used as a communication tool. In Sweden, sponsoring is a large part of all advertising conducted in the country. READ MORE