Sport Sponsorship Effectiveness – Polish Volleyball Case Study
نویسندگان
چکیده
منابع مشابه
Sponsorship ambushing in sport
Ambushing occurs when a company that has no formal rights as an official sponsor, associates its own brand with a sport event with the intention of communicating the false impression that it is a sponsor. The article identifies and discusses seven potential ambush opportunities. The extent to which ambushing is effective is reviewed. Official sponsors receive little legal protection from ambush...
متن کاملConceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport
A model that integrates the communication and product adoption processes is developed and is used to evaluate the effectiveness of alternate measures of sponsorship. The further through the communication process an evaluation takes place, the stronger is the evidence of a sponsorship’s contribution to increasing sales. The most frequently used sponsorship measure is media equivalency values. Th...
متن کاملSport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions
The purpose in this study was to understanding the relationship among the attitude, behavior loyalty, sponsorship awareness, attitude toward the sponsor and purchase intension of the both actual sponsor for the team Sport Lisboa e Befica (SLB) in Portuguese soccer league. Data were collected by fan of the soccer team. The data was used conform factor analysis (CFA) to testing the significant of...
متن کاملPotential negative outcomes from sponsorship for a sport property
Sponsorship funding has become a staple source of revenues for many sport events, but there are two types of potentially negative outcomes for properties that may be associated with it: operational risk and reputational risk. Operational risk occurs when sponsors insist on changing the rules or format of the event, or when they exercise undue influence on its content, timing, location or partic...
متن کاملMeasuring the Effectiveness of True Sponsorship
Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet. Experimental design maintained identical content except for the sponsorship message in the test group missing from the control group. The two groups were random replicates. Persuasion measures used were those accepted by the advertisers involved as being most...
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ژورنال
عنوان ژورنال: Management of Sustainable Development
سال: 2013
ISSN: 2247-0220
DOI: 10.2478/msd-2013-0001