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作者:TonyMeenaghan
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (1)IMR
摘要:The paper analyses the development of understanding in sponsorship. In particular it examines the research undertaken, the research strands pursued and the methodologies involved. The paper concludes that research and understanding of sponsorship is still in its infancy but that ...
作者:MichaelMusante , George R.Milne , Marc A.Mcdonald
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (1)IMR
摘要:Sponsors have traditionally used demographic analysis to establish an appropriate brand/sport match. The paper challenges this approach and suggests that where the sponsorship is designed to affect brand image, an assessment of consumer perceptions of the brand/sport is vital. Tw...
作者:BillGerrard
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (1)IMR
摘要:The paper analyses the dynamics of sponsorship in English professional football. It examines the entry/exit cycles of different sponsor types and the density dependence model of sponsorship. It argues that a more sophisticated model for sponsorship dynamics is needed than density...
作者:David K.Stotlar
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (1)IMR
摘要:250 US sport executives representing both properties and sponsors, were surveyed to assess where sponsorship spend would be concentrated over the following three years. The majority felt that national level competitions would receive the bulk of sponsorship income.Respondents wer...
作者:Stephen R.McDaniel , LanceKinney
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (2)IMR
摘要:The paper examines consumer response to event sponsorship focussing on the effects of demographics, personal interests and values. A research project was undertaken using a two-stage telephone survey (pre/post event) across the US surrounding the 1996 Olympic Summer Games. The fi...
作者:Daniel F.Mahony , RobertMadrigal , DennisHoward
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (2)IMR
摘要:The paper analyses the differences in sports club loyalty between low and high 'self monitors' i.e. the latter being those who are sensitive of their image in social situations and likely to adjust their behaviour to enhance their image. The hypothesis suggests that high self mon...
作者:James M.Gladden , Marc A.Mcdonald
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (2)IMR
摘要:The paper examines the brand management strategy of niche sports shoe manufacturer New Balance Athletic Shoe. The company has a small share of the US market and limited resources in comparison to the big brands such as Nike, Reebok and Adidas. The company has promoted an image of...
作者:RafaelAguilar-Manjarrez , DesThwaites
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (2)IMR
摘要:The paper analyses the role of recipients of unsolicited sponsorship requests to examine the role of the 'gatekeeper' within an organisation. The findings suggest that a strategy would benefit most organisations in terms of reducing the number of requests and ensuring that those ...
作者:ChrisWood
来源:[J].International Journal of Sports Marketing & Sponsorship, 1999, Vol.1 (2)IMR
摘要:The paper considers the importance of branding for leading F1 team Williams. It analyses the decision to change the company logo and livery and asks whether sponsors should seek to gain maximum exposure through extensive on-car branding when this can mean diluting the value of th...

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