„Die dunkle Seite des Sponsoring“ – Unliebsame Effekte von Rivalität auf die Sponsorenmarke-Reference-Cited by-同舟云学术

„Die dunkle Seite des Sponsoring“ – Unliebsame Effekte von Rivalität auf die Sponsorenmarke

Published:2012-02 Issue:1 Volume:29 Page:54-60
ISSN:1865-6544
Container-title:Marketing Review St. Gallen
language:de
Short-container-title:Mark Rev St. Gallen

Author:

Bauer Hans H.,Hattula Stefan,Grimm Alexander,Ebertin Cornelia

Publisher

Springer Science and Business Media LLC

Subject

Aerospace Engineering

Link

http://link.springer.com/content/pdf/10.1007/s11621-012-0112-y.pdf

Reference30 articles.

1. Alexa, F. (2009): Markenpersönlichkeit von Fußballvereinen. Eine empirische Untersuchung, Göttingen.

2. Borgatta, E. F. (1964): The Structure of Personality Characteristics, in: Behavioral Science, 9, 1, S. 8-17.

3. Bruhn, M. (2003): Sponsoring. Systematische Planung und integrativer Einsatz, 4. Aufl., Wiesbaden.

4. Chien, P. M./Cornwell, T. B./Pappu, R. (2011): Sponsorship Portfolio as a Brand-Image Creation Strategy, in: Journal of Business Research, 64, 2, S. 142-149.

5. Clark, J. M./Cornwell, T. B./Pruitt, S. W. (2002): Corporate Stadium Sponsorships, Signaling Theory, Agency Conflicts, and Shareholder Wealth, in: Journal of Advertising Research, 42, 6, S. 16-32.

Cited by 6 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Clever or foolish? Playing with the rivalry in leveraging sports sponsorships of SMEs;International Small Business Journal: Researching Entrepreneurship;2021-04-28

2. Risiken und negative Folgewirkungen des Sportsponsorings;Sportsponsoring;2018

3. Grundlagen des Sportsponsorings;Sportsponsoring;2018

4. Case 2 Rivalry in the German Bundesliga: Opportunities for and threats to marketing football;International Cases in the Business of Sport;2017-02-28

5. Attenuation of negative sponsorship effects in the context of rival sports teams’ fans;European Journal of Marketing;2015-11-09