International Journal Of Sports Marketing And Sponsorship Pdf


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22.01.2021 at 18:13
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international journal of sports marketing and sponsorship pdf

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Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor, and attitude toward the sponsor are key factors in generating a favorable response from sponsorship.

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International Journal of Sports Marketing and Sponsorship Article information

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New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship. Santomier, J. Emerald Group Publishing Limited. Report bugs here. Please share your general feedback.

Determinants of sports sponsorship response

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International Journal of Sports Marketing and Sponsorship - Volume 1 Issue 1 to Volume 21 Issue 4.


New media, branding and global sports sponsorship

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Category: Marketing. Scholars have examined the relationship between sports and urban development and proposed to use sport programs and events as a catalyst to revitalize communities, upgrade…. The purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test…. Due to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer…. Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes.

This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the philosophy dominating today's sports marketing programmes. It is suggested, however, that more focus be placed on the interactions and relationships of groups of sports spectators as tribal members, and this paper presents factors that should be considered by the sports marketer to encourage and facilitate tribalism. Meir, R.

International Journal of Sports Marketing and Sponsorship — Template for authors

International Journal of Sports Marketing and Sponsorship

Category: Marketing. Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of….

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sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of pdf ( KB).


2 Comments

Mike L.
27.01.2021 at 07:37 - Reply

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Hamilton L.
31.01.2021 at 07:47 - Reply

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