Brand image effects of sponsorships:
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
2011
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VII, 225 S. graph. Darst. |
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Datensatz im Suchindex
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| adam_text | Titel: Brand image effects of sponsorships
Autor: Schnittka, Oliver
Jahr: 2011
Inhaltsverzeichnis
Brand Image Effects of Sponsorships
I. Vorträge und Teilnahme an wissenschaftlichen Seminaren,
Tagungen und Konferenzen..................................................................V
IL Synopsis: Brand Image Effects of Sponsorships
III. Dissertationsprojekte.........................................................................11
[1]. Drivers of Sponsor Image in Sponsorships: What We Know from Prior
Research.................................................................................12
[2]. Professionelles Management als Erfolgsfaktor im Sponsoring...................49
[3]. Analyzing Communication Tools for Brand Enrichment: Effects
of Sponsorships and Celebrity Endorsements on Brand Image
and Brand Equity.....................................................................74
[4]. Who Benefits Whom? An Empirical Analysis of Brand Image
Transfer in Multiple Sponsorships.................................................107
[5a]. Breaking up without breaking their hearts - Consumer reactions to
sponsorship terminations.............................................................116
[5b]. Should I Stay or Should I Go? Analyzing Consumer Reactions
to Sponsorship Terminations........................................................146
[6]. Does It Really Hurt? An Empirical Analysis of Media
Sponsorship Effects on National Daily Newspapers.............................156
[7]. Turning good ideas into bad news: The effect of negative and positive
sponsorship Information on Sponsors brand image..............................165
[8]. Advanced Brand Concept Maps: A New Approach for Evaluating the
Favorability of Brand Association Networks.......................................191
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