Swedish football is an industry not yet being as commercial as the big leagues and is
regulated in terms of ownership of clubs. This implies a need for management of stakeholder …

This study builds on an emerging stream of literature that examines the potential negative
impacts of sponsorship. The research hypothesises and finds that the impetus that drives …

Purpose Far from all, football clubs can provide the same level of exposure effects as global
football brands, even on local level, and many of these clubs also operate in a context of …

In current situation of Iran sport industry, it is necessary to implement marketing activities
such as getting financial supports in order to promote sports projects. Therefore, the purpose …

메가스포츠이벤트는 브랜드 가치를 위한 효과적인 커뮤니케이션 도구의 역할을 하고 있으나,
메가스포츠이벤트 상황에서 관여도와 국가이미지에 관한 연구는 미흡한 실정이다. 따라서 이 …

As sponsorship revenue is a major source of income for professional football clubs and even
more important during the challenging COVID-19-shaped times, this study examines the …

This doctoral thesis examines empirically the sport industry as part of the entertainment
sector, focusing on European football, whose business competes with other leisure and …

동일시하게 하여 브랜드 자산 가치를 높일 수 있다. 브랜드 자산을 구성하는 브랜드 인지도와
브랜드 이미지는스폰서 몰입과도 관련이 있다 (홍성택, 이숙경, 2018). 몰입은 소비자 관계를 …

This research draws on social identity theory, the stereotyping literature and the brand
community literature to develop a theoretical model that seeks to explain the dynamics that …

이 연구의 목적은 프로배구 관중의 구단만족과 스폰서십설득의도성, 스폰서동일시 및
스폰서충성도와의 관계를 규명하는것이다. 연구의 목적을 달성하기 위해 사용한 조사도구는 …