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Football Sponsorships and Brand Loyalty: Leveraging Brand Equity in European Football #1

Football Sponsorships and Brand Loyalty: Leveraging Brand Equity in European Football

Тип книги:
Издательство
LAP Lambert Academic Publishing
Год выпуска
2012
Тип обложки
Мягкая обложка
Тип книги
Книга на иностранном языке
Автор на обложке
Erik Brannstrom and Hampus Gunnarsson
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О книге

In the increasingly commercialized world of sports, football is among the most prominent events. Game settings are the focal point of stadium supporters and television viewers around the world, transf
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Описание

In the increasingly commercialized world of sports, football is among the most prominent events. Game settings are the focal point of stadium supporters and television viewers around the world, transforming clubs and players into valuable medium vehicles of firms looking to reach through the advertising clutter of modern society.
When the Swedish footballer Zlatan Ibrahimovic was to leave his Italian club Internazionale in 2009, he had a lucrative individual endorsement deal with a sport apparel manufacturer. Due to substantial investments, made to promote Ibrahimovic as brand ambassadeur, concerns were raised whether he could join a club that was sponsored by a competing manufacturer. The situation implied that besides finding an athletic connection to a new club, there were also complimentary brand effects to consider.
In this book we define the football club as a brand platform to be leveraged by firms looking to enhance their brand equity. Brand loyalty outcomes of consistent and conflicting sponsorship scenarios are examined, and sponsorship mechanisms explored.

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Leveraging Brand Equity in European Football

Характеристики

Издательство
LAP Lambert Academic Publishing
Год выпуска
2012
Тип обложки
Мягкая обложка
Тип книги
Книга на иностранном языке
Автор на обложке
Erik Brannstrom and Hampus Gunnarsson
Тип издания
Отдельное издание
Формат издания
150x220
Количество страниц
80
Язык издания
Английский
ISBN
9783847310914, 978-3-8473-1091-4
Вес в упаковке, г
120
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Издательства

  • LAP Lambert Academic Publishing Издательство