Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship...

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Kyaw Myo Aung Chung-Hsiung Liao

Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship

Name: Fan Identification and Sponsorship - Investigating the Effctiveness of Fan Identification in Sport Sponsorship
Price: 78 AUD
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ISBN: 9783836483599

Kyaw Myo Aung, Chung-Hsiung Liao

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Paperback

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English

VDM Verlag Dr. Mueller E.K.
19 March 2008

Business & management; Sport & leisure industries

Summary
Details

Since last few years ago, sport sponsorship has been the most popular persuasive communication media among others sponsorship. Moreover, sport events are gaining millions of supporters by TV broadcasting and live attendance every year. With this growth, Most of the companies receive many opportunities of increasing their exposure and fans' goodwill towards their team by sponsoring in sports. To conduct the successful sponsorship in sport market, fan identification effects are important, through collective self-concept or group esteem. However, there are few academic literatures which studied on this field and mostly are still unclear results on fan identification effects. Thus, this book investigates how fan identification is important for consumers' behaviors in terms of brand credibility, attitude toward brand, purchase intention. Moreover, this study provide identification is important for managers/marketers to understand the effect of sport sponsorship on members of their target population and choosing the right team or sport event to sponsor based on fans' identification with the team.

By: Kyaw Myo Aung, Chung-Hsiung Liao
Imprint: VDM Verlag Dr. Mueller E.K.
Country of Publication: Germany
Dimensions: Height: 229mm, Width: 152mm, Spine: 7mm
Weight: 181g
ISBN: 9783836483599
ISBN 10: 3836483599
Pages: 128
Publication Date: 19 March 2008
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active