Book: Erik Brannstrom and Hampus Gunnarsson «Football Sponsorships and Brand Loyalty: Leveraging Brand Equity in European Football »

Football Sponsorships and Brand Loyalty: Leveraging Brand Equity in European Football

In the increasingly commercialized world of sports, football is among the most prominent events. Game settings are the focal point of stadium supporters and television viewers around the world, transforming clubs and players into valuable medium vehicles of firms looking to reach through the advertising clutter of modern society. When the Swedish footballer Zlatan Ibrahimovic was to leave his Italian club Internazionale in 2009, he had a lucrative individual endorsement deal with a sport apparel manufacturer. Due to substantial investments, made to promote Ibrahimovic as brand ambassadeur, concerns were raised whether he could join a club that was sponsored by a competing manufacturer. The situation implied that besides finding an athletic connection to a new club, there were also complimentary brand effects to consider. In this book we define the football club as a brand platform to be leveraged by firms looking to enhance their brand equity. Brand loyalty outcomes of...

Издательство: "LAP Lambert Academic Publishing" (2012)

Формат: 150x220, 80 стр.

ISBN: 9783847310914, 978-3-8473-1091-4

Купить за 4999 руб

Look at other dictionaries:

  • Football in Iran — right|thumb|Azadi Football Stadium is the biggest venue for Iranian football (soccer). Its also the world s 3rd largest soccer stadium.Football in Iran is quite possibly the most popular sport, with only wrestling being able to match its… …   Wikipedia

  • List of Nike sponsorships — This is a list of all of Nike s sponsorships. Their first prominent endorser was American running legend Steve Prefontaine. [1] Contents 1 American football 1.1 Teams 1.2 Players …   Wikipedia

  • Adidas sponsorships — Adidas sponsors many athletes and teams around the world. One of the first prominent endorsers of Adidas equipment was American running legend Jesse Owens, the gold medalist at the 1936 Summer Olympics.Football sponsorshipsAdidas produces the… …   Wikipedia

  • North Melbourne Football Club — North Melbourne Names Full name North Melbourne Football Club Ltd[1] Nickname(s) Kangaroos, Shinboners …   Wikipedia

  • The Football League — This article is about the English football league. For the Greek football league with the same name, see Football League (Greece). The Football League Countries England Wales Confederation UEFA …   Wikipedia

  • Netball and the Olympic Movement — Highest governing body International Federation of Netball Associations Characteristics Olympic …   Wikipedia

  • Wilson sponsorships — Football= Wilson produces the kits of some domestic and international football teams including AD São Caetano, Ceara SCFootball (soccer) teams with kits manufactured by Wilsonouth America* Ceara SC * Clube Náutico * Marília AC * AD São Caetano *… …   Wikipedia

  • Five-a-side football — Five a side game on astroturf pitch. Five a side football is a variation of association football in which each team fields five players (four outfield players and a goalkeeper), rather than the usual eleven on each team. Other differences from… …   Wikipedia

  • Oman national football team —  Oman سلطنة عُمان Nickname(s) Al Ahmar (The Red) Al Khanajar Al Omania (The Omani Daggers) Al Halwa Al Omania (The Sweet of Oman) Al Samba Al Khaleejia (Sambas of the Gulf) …   Wikipedia

  • Bank of America sponsorships — portsBank of America owns the naming rights of the following sports venues and events: *Bank of America Stadium, Charlotte, NC Carolina Panthers, NFL and Meineke Car Care Bowl. *Bank of America Arena, Seattle, WA University of Washington men s… …   Wikipedia

  • West Potomac Rugby Football Club — Rugby team teamname = West Potomac RFC fullname = West Potomac Rugby Football Club nickname = West Pot union = USA Rugby country url = www.dcrugby.org founded = 1963 ground = president = Robb Stout coach = league = Potomac Rugby Union Men s… …   Wikipedia


Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”

Мы используем куки для наилучшего представления нашего сайта. Продолжая использовать данный сайт, вы соглашаетесь с этим.