| Description |
1 online resource (328 p.) |
| Series |
World Association for Sport Management Series |
|
World Association for Sport Management series.
|
| Contents |
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of Contributors -- Chapter 1: Emerging Trends in Sport Sponsorship and Branding: An Introduction -- Introduction -- Sponsorship and Branding in Sport Events -- Endorsements -- Building a Brand on Social Network Sites -- Closing Remarks -- References -- Part I: Sponsorship and Branding -- Chapter 2: Advertising Investment through Sport Media -- Introduction -- Sporting Events as the Driving Force -- Advertising Investors' Challenges -- Advantages and Returns of Investing |
|
Relationship between Advertising and Sporting Events -- Discussion -- References -- Chapter 3: Sponsorship Strategies and Branding in Esports -- Introduction -- Sponsorship -- SWOT Analysis of the Esports Industry -- Viewership of Esports -- Market Segmentation -- Social Media Marketing in Esports -- Sponsorship Strategies -- Who Are the Major Esports Sponsors Today? -- Esports and Endemic Sponsors -- Esports and Non-Endemic Sponsors -- Endemic and Non-Endemic Development through Time -- Branding through Esports -- Conclusion -- References |
|
Chapter 4: Antecedents and Outcomes of Sponsorship in the Context of Esports -- Introduction -- Review of Literature -- Esports and Leisure Involvement -- Evaluation of Sponsorship Effectiveness -- Sponsorship Outcomes -- Involvement -- Sponsorship Awareness -- Attitude towards Sponsors (Image) and Purchase Intentions -- Perceived Fit between Sponsor and Sponsored Entity -- Models of Sponsorship Evaluation -- Case Study: Consumers of Esports -- Sociodemographic Profile -- Discussion -- References -- Chapter 5: Emergence of Logo-Less Branding: Application to the Context of Sports -- Introduction |
|
The Concept of Branding -- Emerging Trend of Logo-Less Branding -- Discussion -- References -- Chapter 6: Sports Sponsorship and Brand Value: A Case Analysis of Tahincioğlu Basketball Super League Name Sponsorship -- Introduction -- Review of Literature -- Concept of Brand, Branding, and Brand Equity -- Impact of Sponsorship on Branding -- Method -- Results -- Discussion -- References -- Chapter 7: Passion in the Branding of International Football Clubs -- Passion in the Branding of International Football Clubs -- Review of Literature -- Dualistic Model of Passion -- Method |
|
Findings and Discussion -- Passion Feature 1 (Distinctive Activity) and Passion Feature 2 (Self-Identity) -- Passion Feature 3 (Enduring Fondness) and Passion Feature 4 (Energy and Effort) -- Passion Feature 5 (Valued and Meaningful) and Passion Feature 6 (Motivational) -- Passion Feature 7 (Adaptive and Maladaptive Outcomes) -- Conclusion -- References -- Chapter 8: Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges -- Introduction -- Sponsorship Practice -- Sponsorship and College Sports Economics -- The Name, Image, and Likeness Regulatory Environment |
| Notes |
Description based upon print version of record |
|
Discussion |
| Subject |
Sports sponsorship.
|
|
Sports -- Marketing
|
|
Branding (Marketing)
|
|
branding.
|
|
Branding (Marketing)
|
|
Sports -- Marketing.
|
|
Sports sponsorship.
|
| Form |
Electronic book
|
| Author |
Zhang, James J
|
| ISBN |
9781003831563 |
|
1003831567 |
|
