Sport sponsorship in B2B organisations: a survey of strategies and consumer perception
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Saarbrücken
VDM, Müller
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 68 - 75 |
| Beschreibung: | 90 S. graph. Darst. 24 cm |
| ISBN: | 9783836401661 3836401665 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV022943393 | ||
| 003 | DE-604 | ||
| 005 | 20071121 | ||
| 007 | t | ||
| 008 | 071030s2007 d||| |||| 00||| eng d | ||
| 015 | |a 07,N09,1512 |2 dnb | ||
| 015 | |a 07,A21,0989 |2 dnb | ||
| 016 | 7 | |a 982933460 |2 DE-101 | |
| 020 | |a 9783836401661 |c kart. : EUR 42.00, sfr 67.00 |9 978-3-8364-0166-1 | ||
| 020 | |a 3836401665 |c kart. : EUR 42.00, sfr 67.00 |9 3-8364-0166-5 | ||
| 024 | 3 | |a 9783836401661 | |
| 035 | |a (OCoLC)180729693 | ||
| 035 | |a (DE-599)DNB982933460 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-706 |a DE-1102 |a DE-11 | ||
| 082 | 0 | |a 796.0691 |2 22/ger | |
| 084 | |a ZX 6920 |0 (DE-625)158436:14257 |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 084 | |a 796 |2 sdnb | ||
| 100 | 1 | |a Zimmermann, Jessica Tina |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Sport sponsorship in B2B organisations |b a survey of strategies and consumer perception |c Jessica Tina Zimmermann |
| 264 | 1 | |a Saarbrücken |b VDM, Müller |c 2007 | |
| 300 | |a 90 S. |b graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturverz. S. 68 - 75 | ||
| 650 | 0 | 7 | |a Sportsponsoring |0 (DE-588)4207428-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Sportsponsoring |0 (DE-588)4207428-9 |D s |
| 689 | 0 | 1 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | 2 | |q text/html |u http://deposit.dnb.de/cgi-bin/dokserv?id=2914355&prov=M&dok_var=1&dok_ext=htm |3 Inhaltstext |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016148007&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-016148007 | |
Datensatz im Suchindex
| _version_ | 1805089569301856256 |
|---|---|
| adam_text |
Table of contents
Page
Chapter 1 INTRODUCTION 1
1.1 Setting the Scene 1
1.2 Objectives of this Study 2
1.3 The Outline of this Study 3
Chapter 2 BACKGROUND 6
2.1 Definition and Origin of 'Sponsorship' 6
2.2 The Development of Commercial Sponsorship 7
2.3 Sport Sponsorship 8
Chapter 3 SPONSORSHIP AS AN INTEGRATED 10
MARKETING ACTIVITY
3.1 Sponsorship's Strategic Positioning 10
3.2 Sponsorship and Advertising 11
3.3 Objectives for Sponsorship Involvement 13
3.4 Sponsorship as Competitive Advantage 14
3.5 Targeting 15
Chapter 4 SPONSORSHIP'S IMPACT ON 17
CONSUMER PERCEPTION
4.1 How Sponsorship works 17
4.2 The Creation of Goodwill 19
4.3 The Concept of Fan Involvement 20
Chapter 5 SPONSORSHIP AND IMAGE 22
5.1 Brand Equity 22
5.2 Image Building through Sponsorship 23
5.3 Ensuring the 'Fit' 24
5.4 Sponsorship Evaluation and Measurement 26
5.5 Controversies in Commercial Sponsorship 27
Chapter 6 SPONSORSHIP IN B2B 29
6.1 The Importance of Relationships 29
6.2 Sponsorship in the b2b Literature 30
Chapter 7 RESEARCH METHODOLOGY 32
7.1 Research Philosophy 32
7.2 Research Methods 35
7.3 Data Analysis 39
7.4 Limitations and Ethical Issues 40
Chapter 8 RESEARCH ANALYSIS AND DISCUSSION 42
8.1 Company Background 42
8.2 Interview Findings 43
8.3 Questionnaire Findings 48
8.4 Discussion 54
Chapter 9 CONCLUSION 62
REFERENCES 68
BIBLIOGRAPHY 74
APPENDICES A "Sponsorship Image Transfer" 76
B "Interview Outline" 77
C "Questionnaire" 78
D "SPSS Output 1" 85
E "SPSS Output 2" 86
F "SPSS Output 3" 87
G "SPSS Output 4" 88
H "SPSS Output 5" 89 |
| adam_txt |
Table of contents
Page
Chapter 1 INTRODUCTION 1
1.1 Setting the Scene 1
1.2 Objectives of this Study 2
1.3 The Outline of this Study 3
Chapter 2 BACKGROUND 6
2.1 Definition and Origin of 'Sponsorship' 6
2.2 The Development of Commercial Sponsorship 7
2.3 Sport Sponsorship 8
Chapter 3 SPONSORSHIP AS AN INTEGRATED 10
MARKETING ACTIVITY
3.1 Sponsorship's Strategic Positioning 10
3.2 Sponsorship and Advertising 11
3.3 Objectives for Sponsorship Involvement 13
3.4 Sponsorship as Competitive Advantage 14
3.5 Targeting 15
Chapter 4 SPONSORSHIP'S IMPACT ON 17
CONSUMER PERCEPTION
4.1 How Sponsorship works 17
4.2 The Creation of Goodwill 19
4.3 The Concept of Fan Involvement 20
Chapter 5 SPONSORSHIP AND IMAGE 22
5.1 Brand Equity 22
5.2 Image Building through Sponsorship 23
5.3 Ensuring the 'Fit' 24
5.4 Sponsorship Evaluation and Measurement 26
5.5 Controversies in Commercial Sponsorship 27
Chapter 6 SPONSORSHIP IN B2B 29
6.1 The Importance of Relationships 29
6.2 Sponsorship in the b2b Literature 30
Chapter 7 RESEARCH METHODOLOGY 32
7.1 Research Philosophy 32
7.2 Research Methods 35
7.3 Data Analysis 39
7.4 Limitations and Ethical Issues 40
Chapter 8 RESEARCH ANALYSIS AND DISCUSSION 42
8.1 Company Background 42
8.2 Interview Findings 43
8.3 Questionnaire Findings 48
8.4 Discussion 54
Chapter 9 CONCLUSION 62
REFERENCES 68
BIBLIOGRAPHY 74
APPENDICES A "Sponsorship Image Transfer" 76
B "Interview Outline" 77
C "Questionnaire" 78
D "SPSS Output 1" 85
E "SPSS Output 2" 86
F "SPSS Output 3" 87
G "SPSS Output 4" 88
H "SPSS Output 5" 89 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Zimmermann, Jessica Tina |
| author_facet | Zimmermann, Jessica Tina |
| author_role | aut |
| author_sort | Zimmermann, Jessica Tina |
| author_variant | j t z jt jtz |
| building | Verbundindex |
| bvnumber | BV022943393 |
| classification_rvk | ZX 6920 |
| ctrlnum | (OCoLC)180729693 (DE-599)DNB982933460 |
| dewey-full | 796.0691 |
| dewey-hundreds | 700 - The arts |
| dewey-ones | 796 - Athletic and outdoor sports and games |
| dewey-raw | 796.0691 |
| dewey-search | 796.0691 |
| dewey-sort | 3796.0691 |
| dewey-tens | 790 - Recreational and performing arts |
| discipline | Sport Wirtschaftswissenschaften |
| discipline_str_mv | Sport Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nam a2200000 c 4500</leader><controlfield tag="001">BV022943393</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20071121</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">071030s2007 d||| |||| 00||| eng d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">07,N09,1512</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">07,A21,0989</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">982933460</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783836401661</subfield><subfield code="c">kart. : EUR 42.00, sfr 67.00</subfield><subfield code="9">978-3-8364-0166-1</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3836401665</subfield><subfield code="c">kart. : EUR 42.00, sfr 67.00</subfield><subfield code="9">3-8364-0166-5</subfield></datafield><datafield tag="024" ind1="3" ind2=" "><subfield code="a">9783836401661</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)180729693</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB982933460</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-706</subfield><subfield code="a">DE-1102</subfield><subfield code="a">DE-11</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">796.0691</subfield><subfield code="2">22/ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">ZX 6920</subfield><subfield code="0">(DE-625)158436:14257</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">796</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Zimmermann, Jessica Tina</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Sport sponsorship in B2B organisations</subfield><subfield code="b">a survey of strategies and consumer perception</subfield><subfield code="c">Jessica Tina Zimmermann</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Saarbrücken</subfield><subfield code="b">VDM, Müller</subfield><subfield code="c">2007</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">90 S.</subfield><subfield code="b">graph. Darst.</subfield><subfield code="c">24 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Literaturverz. S. 68 - 75</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Sportsponsoring</subfield><subfield code="0">(DE-588)4207428-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Sportsponsoring</subfield><subfield code="0">(DE-588)4207428-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="q">text/html</subfield><subfield code="u">http://deposit.dnb.de/cgi-bin/dokserv?id=2914355&prov=M&dok_var=1&dok_ext=htm</subfield><subfield code="3">Inhaltstext</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016148007&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-016148007</subfield></datafield></record></collection> |
| id | DE-604.BV022943393 |
| illustrated | Illustrated |
| index_date | 2024-07-02T18:58:53Z |
| indexdate | 2024-07-20T09:26:00Z |
| institution | BVB |
| isbn | 9783836401661 3836401665 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016148007 |
| oclc_num | 180729693 |
| open_access_boolean | |
| owner | DE-706 DE-1102 DE-11 |
| owner_facet | DE-706 DE-1102 DE-11 |
| physical | 90 S. graph. Darst. 24 cm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | VDM, Müller |
| record_format | marc |
| spelling | Zimmermann, Jessica Tina Verfasser aut Sport sponsorship in B2B organisations a survey of strategies and consumer perception Jessica Tina Zimmermann Saarbrücken VDM, Müller 2007 90 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 68 - 75 Sportsponsoring (DE-588)4207428-9 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Sportsponsoring (DE-588)4207428-9 s Business-to-Business-Marketing (DE-588)4631075-7 s DE-604 text/html http://deposit.dnb.de/cgi-bin/dokserv?id=2914355&prov=M&dok_var=1&dok_ext=htm Inhaltstext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016148007&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zimmermann, Jessica Tina Sport sponsorship in B2B organisations a survey of strategies and consumer perception Sportsponsoring (DE-588)4207428-9 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd |
| subject_GND | (DE-588)4207428-9 (DE-588)4631075-7 |
| title | Sport sponsorship in B2B organisations a survey of strategies and consumer perception |
| title_auth | Sport sponsorship in B2B organisations a survey of strategies and consumer perception |
| title_exact_search | Sport sponsorship in B2B organisations a survey of strategies and consumer perception |
| title_exact_search_txtP | Sport sponsorship in B2B organisations a survey of strategies and consumer perception |
| title_full | Sport sponsorship in B2B organisations a survey of strategies and consumer perception Jessica Tina Zimmermann |
| title_fullStr | Sport sponsorship in B2B organisations a survey of strategies and consumer perception Jessica Tina Zimmermann |
| title_full_unstemmed | Sport sponsorship in B2B organisations a survey of strategies and consumer perception Jessica Tina Zimmermann |
| title_short | Sport sponsorship in B2B organisations |
| title_sort | sport sponsorship in b2b organisations a survey of strategies and consumer perception |
| title_sub | a survey of strategies and consumer perception |
| topic | Sportsponsoring (DE-588)4207428-9 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd |
| topic_facet | Sportsponsoring Business-to-Business-Marketing |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=2914355&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016148007&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT zimmermannjessicatina sportsponsorshipinb2borganisationsasurveyofstrategiesandconsumerperception |