Die Werbewirkung von Sportsponsoring (German Edition) (Forschungsgruppe Konsum und Verhalten)

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Description

Thade Dudzik zeigt, dass Sponsoring für einen zusätzlichen positiven Imageeffekt sorgen kann. Hierbei ist allerdings nicht die Popularität des Sponsorships entscheidend, sondern die ex ante bestehende Verbindung zwischen Marke und Sport. Fehlt eine Verbindung, dann bleibt die Wirkung im besten Falle aus, das Sponsoring kann sich aber auch negativ niederschlagen.

Product details

EAN/ISBN:: 9783835005280
Edition:: 2006
Medium:: Paperback
Number of pages:: 280
Publication date:: 2006-11-24
Publisher:: Gabler Verlag
Languages:: german

EAN/ISBN:: 9783835005280
Edition:: 2006
Medium:: Paperback
Number of pages:: 280
Publication date:: 2006-11-24
Publisher:: Gabler Verlag
Languages:: german

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