Building contemporary brands: a sponsorship-based strategy

Sponsorship offers unique opportunities for operationalizing brand strategy. Yet, despite the increasing volume of sponsorship research, marketing researchers are only just beginning to understand its full range of effects (Meenaghan, T., 2001a). Increasingly, in service-based economies, consumer ex...

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Veröffentlicht in:	Journal of business research 2005-08, Vol.58 (8), p.1068-1077
Hauptverfasser:	Cliffe, Simon J., Motion, Judy
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand experience Brand image Brand strategy Brands Business organization Business strategies Business studies Case studies Case study Consumer behavior Consumer preferences Market strategy Market structure Marketing Qualitative analysis Service industries Sponsors Sponsorship Studies
Online-Zugang:	Volltext
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