Sportsponsoring boomt und hat sich in den vergangenen Jahren im Marketing-Mix vieler Unternehmenetabliert. Der Aufstieg dieser in Deutschland noch relativ jungen Form der Unternehmenskommunikationist eng mit einer Kehrtwende der Unternehmenspolitik in den achtzigerJahren verbunden.1 Nach Jahren...

Nonprofit organizations (NPOs) have attracted significant levels of support from corporate sponsors over the past decade. Despite this significant and continuing interest, very little is known about how consumers perceive and respond to corporate sponsors of NPOs. Drawing on social identity...

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness. Design/methodology/approach – A model was developed to...

Über die letzten zwei Jahrzehnte ist die Bedeutung von Sponsoring in Deutschland kontinuierlichgewachsen: Umfasste das Sponsoring-Volumen der Unternehmen 1990 noch 750 Mio.Euro, wird das Gesamtvolumen im Jahre 2010 auf voraussichtlich 5,2 Mrd. Euro anwachsen(Pilot Group 2008). Dieser Anstieg...

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian Hockey Association women's corporate support program. The study found the sponsors used methods from direct and...

This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the contribution of sponsorship to customer-based brand equity, by seeking to validate a set of consumer-related attitudes...

The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season. Corporate profiles are provided for the sponsor along with a comprehensive socio-historical overview of the property....