Screen LibraryGrowing brands through sponsorship : an empirical investigation of brand image transfer in a sponsorship alliance /
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| Main Authors: | |
|---|---|
| Published: |
Springer Gabler/Springer Fechmedien,
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| Publisher Address: | Wiesbaden : |
| Publication Dates: | [2015] |
| Literature type: | Book |
| Language: | English |
| Series: |
Springer VS research
Strategie, Marketing und Informationsmanagement |
| Subjects: | |
| Item Description: | "Dissertation University of Hanover, 2014." |
| Carrier Form: | xxviiiI, 349 pages : illustrations ; 21 cm. |
| Bibliography: | Includes bibliographical references(pages 235-277). |
| ISBN: |
9783658072490 (paperback) : 9783658072506 3658072504 |
| Index Number: | HD59 |
| CLC: | F274 |
| Call Number: | F274/G878 |
| Contents: | Foreword; Acknowledgments; Abstract; Overview of Contents; Extensive Table of Contents; List of Figures; List of Tables; Abbreviations; 1 Introduction; 1.1 Research problem and aim; 1.2 Research questions; 1.3 Scope of research; 1.4 Research methodology and approach; 1.5 Structure of thesis; 2 Literature Review and Theoretical Background; 2.1 Brands and identity-based brand management; 2.2 Sponsorship and its role in the marketing communications mix; 2.2.1 History and development; 2.2.2 Definitions and current understanding; 2.2.3 Sponsorship forms; 2.2.4 Sponsorship objectives |