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Könyv Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship Kyaw Myo Aung

Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship

Szerző: Kyaw Myo Aung, Chung-Hsiung Liao
Nyelv: Angol
Kötés: Puha kötésű
Kiadó: VDM Verlag Dr. Mueller E.K.
Elérhetőség: Beszállítói készleten
Küldés 14-21 napon belül
21 772 Ft
Since last few years ago, sport sponsorship has been the most popular persuasive communication media...

Információk a könyvről

Szerző
Kyaw Myo Aung, Chung-Hsiung Liao
Nyelv
Angol
Kötés
Könyv - Puha kötésű
Kiadva
2008
oldal
128
EAN
9783836483599
ISBN
3836483599
Enbook ID
06862499
Kiadó
VDM Verlag Dr. Mueller E.K.
Súly
181
Méretek
152 x 229 x 7

Teljes leírás

Since last few years ago, sport sponsorship has been the most popular persuasive communication media among others sponsorship. Moreover, sport events are gaining millions of supporters by TV broadcasting and live attendance every year. With this growth, Most of the companies receive many opportunities of increasing their exposure and fans' goodwill towards their team by sponsoring in sports. To conduct the successful sponsorship in sport market, fan identification effects are important, through collective self-concept or group esteem. However, there are few academic literatures which studied on this field and mostly are still unclear results on fan identification effects. Thus, this book investigates how fan identification is important for consumers' behaviors in terms of brand credibility, attitude toward brand, purchase intention. Moreover, this study provide identification is important for managers/marketers to understand the effect of sport sponsorship on members of their target population and choosing the right team or sport event to sponsor based on fans' identification with the team.

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