haku: @author Armstrong, C. / yhteensä: 4
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| Tekijä: | Armstrong, C. |
| Otsikko: | Sports sponsorship : a case-study approach to measuring its effectiveness. |
| Lehti: | European Research
1988 : MAY, VOL. 16:2, p. 97-103 |
| Asiasana: | SPONSORSHIP SPORTS INDUSTRY |
| Kieli: | eng |
| Tiivistelmä: | GIRAL SA conducted a research in 1987, which gave detailed case studies of the sports sponsorship strategies of 17 American, European and Far East electronics manufacturers in 4 major world markets /USA, W.Germany, U.K. and France/.It was assumed that these companies could use sponsorships to achieve similar marketing goals for specific products in their major markets In the early stage, sponsors attempted to increase brand awareness, later the corporate image building was the major motivation. |
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