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Relevanz von Sponsoring — wann sich das Engagement wirklich lohnt · Study

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ArticleRelevanz von Sponsoring — wann sich das Engagement wirklich lohnt

Torsten Tomczak2008

Article2008

Relevanz von Sponsoring — wann sich das Engagement wirklich lohnt

Torsten Tomczak · Silke Mühlmeier · Tim Oliver Brexendorf · Wolfgang Jenewein

9 citations·0/0 files stored·Marketing Review St Gallen

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1968Attitudinal effects of mere exposure.1997A model of image creation and image transfer in event sponsorship 1986The additive nature of chronic and temporary sources of construct accessibility.1991The Role of Sponsorship in the Marketing Communications Mix 2003HOW DO BRANDS CREATE VALUE 2004Brand Image Transfer Through Sponsorship: A Consumer Learning Perspective 2001Market prominence biases in sponsor identification: Processes and consequentiality

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2012„Die dunkle Seite des Sponsoring“ – Unliebsame Effekte von Rivalität auf die Sponsorenmarke 2017Sponsoring Sports Teams with Low Media Exposure: An Exploratory Investigation on Small and Medium Sized B2B Firms

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2011Sponsorship‐linked marketing: a set of research propositionsarticle · 6 shared references 2020Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effectsarticle · 6 shared references 2014An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Unionarticle · 6 shared references 2018Grundlagen des Sportsponsoringschapter · 6 shared references 2013Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Modelsarticle · 5 shared references 2018The congruity effects of commercial brand sponsorship in a regional eventarticle · 5 shared references

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Year2008

Typearticle

Published2008-05-01

VenueMarketing Review St Gallen

ISSN-L1865-6544

Languagede

Citations9

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/s11621-008-0086-y

openalex_workW2014154010

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