The Dynamics of Sponsorship

ISBN-13: 9783838355658 / Angielski / Miękka / 2010 / 208 str.

Dr Edin Szer;Dr Edin Guclu Sozer

Opis

A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the effects of sponsorship on consumer behavior. For brand managers, it provides a guide for getting effective results in sponsorship involvement as well as to increase the return on these investments.

O autorze

As a marketing practitioner and academician, holds a managerial position in finance sector and has been a part of many local and international retail banking projects. Among his published academic studies, there are two books named Internet Commerce and Postmodern Marketing as well as several locally and internationally published articles.