The potential contributions of sports sponsorship in impacting the product adoption process
نویسنده
چکیده
Bene ts sought by businesses that sponsor sports events are discussed and links made between these bene ts and the stages of a potential customer’s product purchase decision-process. The wide variety of bene ts are classi ed into four main categories: increased awareness, enhanced image, product trial or sales opportunities, and hospitality opportunities. The risks associated with business sponsorship of sports events are described, and the media’s key role in enhancing a sponsor’s bene ts is discussed. An extensive number of illustrative examples are included.
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تاریخ انتشار 2001