Yuan Zhou

Broschiertes Buch

A Study of the Effectiveness of Marathon Sponsorship

as an Enabler of Brand Extension

Beschreibung

A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival; however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions?

Autor

Zhou, Yuan
Yuan Zhou - degree Master of Technology Marketing in the Faculty of Business at the Cape Peninsula University of Technology, Cape Town.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 104
• Englisch
• Abmessung: 220mm x 150mm
• ISBN-13: 9783659779718
• ISBN-10: 3659779717
• Artikelnr.: 54440058