haku: @author Shipley, D. / yhteensä: 18
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| Tekijä: | Meenaghan, T. Shipley, D. |
| Otsikko: | Media effect in commercial sponsorship |
| Lehti: | European Journal of Marketing
1999 : VOL. 33:3/4, p. 328-347 |
| Asiasana: | MARKETING EUROPE SPONSORSHIP |
| Kieli: | eng |
| Tiivistelmä: | Various elements of brand identity contribute to brand image development; however, the role of marketing communications is particularly important in achieving brand image effects. In the case of advertising, two separate elements of communications, a message and a medium, combine to deliver particular brand image values. In the case of sponsorship both the message and media elements are not separate, but are inextricably linked and imagery is delivered by association with particular activities and events. |
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