Download Free The Effect Of Sport Sponsorship On Brand Equity Book in PDF and EPUB Free Download. You can read online The Effect Of Sport Sponsorship On Brand Equity and write the review.

Securing financial resources through sponsorships is a prominent element in the job descriptions of many sport managers and the importance of that task has increased exponentially in recent years. Sponsorship for Sport Managers provides readers with an understanding of how companies use sponsorship in their marketing programs and how sport managers can leverage that knowledge into greater sponsorship opportunities. Widely acclaimed author John Crompton masterfully integrates the conceptual with the applied as Sponsorship for Sport Managers helps readers to: understand how companies use sponsorship in their marketing programs; be responsive to sponsors' needs; charge an equitable fee for providing sponsors with leveraging opportunities; be active partners with the sponsors to help them meet their objectives, and measure the extent to which the objectives were accomplished.
Partial Least Squares (PLS) is an estimation method and an algorithm for latent variable path (LVP) models. PLS is a component technique and estimates the latent variables as weighted aggregates. The implications of this choice are considered and compared to covariance structure techniques like LISREL, COSAN and EQS. The properties of special cases of PLS (regression, factor scores, structural equations, principal components, canonical correlation, hierarchical components, correspondence analysis, three-mode path and component analysis) are examined step by step and contribute to the understanding of the general PLS technique. The proof of the convergence of the PLS algorithm is extended beyond two-block models. Some 10 computer programs and 100 applications of PLS are referenced. The book gives the statistical underpinning for the computer programs PLS 1.8, which is in use in some 100 university computer centers, and for PLS/PC. It is intended to be the background reference for the users of PLS 1.8, not as textbook or program manual.
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: • For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. • For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis.
This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.
The sports industry had impressive global growth over the years, with factors from the introduction of e-sports and new streaming and viewing methods to sponsorships and digital media contributing to its rise. However, the COVID-19 pandemic brought upon a rapid change in this sector. Sports' seasons ended abruptly, people’s escape from reality suddenly vanished, their spending attitudes changed, live games and commercial flights were suspended, hotels were impossible to book, and consumers practically turned into prisoners within their own homes. No live sports matches were to follow on any media either, so specialized sports channels were forced to play old recordings rather than broadcasting new events. Even athletes themselves struggle to stay relevant and thus, try to utilize creative methods to enhance their brand value in these difficult times. With most of the sports leagues shut down during the pandemic, with a few exceptions which performed in empty venues, the restrictions diminished the sports experience compared to the pre-COVID-19 era and the impacts were widespread. Impacts and Implications for the Sports Industry in the Post-COVID-19 Era explores the changes that have been and will continue to be created by the unexpected disruptions that occurred as a result of the pandemic within the sports industry, fans consumption, and recreational habits. The chapters explore the status of sports after the pandemic, paths to recovery, and the future of sports, along with the many impacts and issues that have arisen due to changes in the industry necessitated by COVID-19. Covering important topics such as mental health, impacts on athletes and coaches, the market value for professional sports, consumer behavior during COVID-19, and the changes in marketing, tourism, and business, this book is ideally intended for sports managers, marketers, broadcasting agencies, media specialists, brand managers, fitness professionals, practitioners, stakeholders, researchers, academicians, and students interested in the impacts on the sports industry and the outlook for sports in the post-COVID-19 era.
This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the sports business field, the book approaches strategy from the standpoint of managing and marketing a brand. With integrated current-day examples highlighting practices and issues, as well as ‘real-world’ applied video cases, this book is ideal for marketing students and sports business practitioners looking to gain strategic insights into the industry.
This book explores and advances the latest concepts and developments in event management theory and practice. Drawing on the ever-growing event management literature – and supported by theories and concepts from parent disciplines – the book examines challenges and opportunities related to maximising business and social benefits for those working in different event management positions in a variety of contexts. Written by an international team of five management scholars, the book investigates event management and leverage from various angles, including international business, event business studies, sport management, community development, and business strategy. It does so by offering a combination of theoretical approaches as well as contemporary cases from around the world. This book will be of interest to undergraduate and postgraduate students of event management, as well as scholars researching in social and business-related areas of event management and leverage.