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Football Sponsorships and Brand Loyalty

Autor Erik Brännström, Hampus Gunnarsson
en Limba Engleză Paperback – 27 feb 2012
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 Ibrahimović 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 Ibrahimović 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 consistent and conflicting sponsorship scenarios are examined, and sponsorship mechanisms explored.
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Specificații

ISBN-13: 9783847310914
ISBN-10: 3847310917
Pagini: 80
Dimensiuni: 152 x 229 x 5 mm
Greutate: 0.13 kg
Editura: LAP LAMBERT ACADEMIC PUBLISHING AG & CO KG
Colecția LAP Lambert Academic Publishing

Notă biografică

Brännström and Gunnarsson are Master of Science graduates from Lund University School of Economics and Management, Sweden, 2011 in International Marketing and Brand Management. They are debuting authors with the publication of their thesis about leveraging brand equity through sponsorships in European football.