[EAN: 9783838355658], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware - Printed after ordering - A newly popular member of the integrated marketing co… Mehr…
[EAN: 9783838355658], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware - Printed after ordering - A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the effects of sponsorship on consumer behavior. For brand managers, it provides a guide for getting effective results in sponsorship involvement as well as to increase the return on these investments. 208 pp. Englisch, Books<
[EAN: 9783838355658], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware - Printed after ordering - A newly popular member of the integrated marketing co… Mehr…
[EAN: 9783838355658], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware - Printed after ordering - A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the effects of sponsorship on consumer behavior. For brand managers, it provides a guide for getting effective results in sponsorship involvement as well as to increase the return on these investments. 208 pp. Englisch, Books<
1Da einige Plattformen keine Versandkonditionen übermitteln und diese vom Lieferland, dem Einkaufspreis, dem Gewicht und der Größe des Artikels, einer möglichen Mitgliedschaft der Plattform, einer direkten Lieferung durch die Plattform oder über einen Drittanbieter (Marketplace), etc. abhängig sein können, ist es möglich, dass die von eurobuch angegebenen Versandkosten nicht mit denen der anbietenden Plattform übereinstimmen.
A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the effects of sponsorship on consumer behavior. For brand managers, it provides a guide for getting effective results in sponsorship involvement as well as to increase the return on these investments.
Detailangaben zum Buch - The Dynamics of Sponsorship: Leveraging Brand Equity in Postmodern Markets
EAN (ISBN-13): 9783838355658 ISBN (ISBN-10): 3838355652 Gebundene Ausgabe Taschenbuch Erscheinungsjahr: 2010 Herausgeber: LAP Lambert Academic Publishing
Buch in der Datenbank seit 2007-05-21T10:40:19+02:00 (Vienna) Detailseite zuletzt geändert am 2023-07-27T21:28:24+02:00 (Vienna) ISBN/EAN: 9783838355658
ISBN - alternative Schreibweisen: 3-8383-5565-2, 978-3-8383-5565-8 Alternative Schreibweisen und verwandte Suchbegriffe: Autor des Buches: güclü, edin Titel des Buches: sponsorship, dynamics
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