Sport Sponsorship in B2B Organisations: A survey of strategies and consumer perception Год выпуска: 2012Автор: Jessica Tina ZimmermannИздательство: Страниц: 100ISBN: 3639393775Описание This study examines the impact of sport sponsorship on consumer perception and the way in which it impacts on the relationship with the customer in a business-to-business (b2b) situation. The potential to enhance or change brand image and increase awareness through sport sponsorship is well recognised. However, it is often criticised for not being implemented strategically despite the investment required. In addition, available literature fails to distinguish between b2b and b2c despite the fact that motives for the two different relationships often differ significantly. Consequently this study investigates the aims, effects and strategies of sport sponsorship in order to achieve specific corporate marketing objectives. The research is centred on a German b2b company with the aim of developing insights and conclusions on the b2b segment generally. This research study identifies the use of sport sponsorship as a way in which it is used to both create image and intensify...
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