Search results for "sponsorointi"
showing 10 items of 25 documents
Yritysten ja peruskoulujen välisen sponsorointiyhteistyön tila ja kehitys : yhteistyö Keski-Suomessa
1999
Sponsorointikohteen myynti yritykselle
1997
Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
2019
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different manipulation conditions were constructed to study a U.S. based travel vlog on Qualtrics, with data collected via Amazon’s Mechanical Turk. A theory-guided content analysis of 211 open viewer responses was conducted to compare perceptions of authenticit…
An empirical assessment of employer branding as a form of sport event sponsorship
2019
Purpose. The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context. Design/methodology/approach. This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete. Findings. The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context. Research limitations/i…
Analysis of the sponsoring impact on the mass media and local spectators: a case study of Caprabo Lleida Basketball
2001
Tapahtuman sponsorointi : kannattava sijoitus vai "Kankkulan kaivo"? : case: Helsingin yleisurheilun EM-kisat 1994
1997
Rahapelimonopoli vai toimilupaperusteinen järjestelmä? : tutkimus suomalaisten pääsarjatason palloilujoukkueiden suhtautumisesta Suomen rahapelimarkk…
2016
How can sport sponsors comply with international corruption laws?
2017
Sport sponsorships can help a brand achieve commercial objectives such as direct sales, or brand awareness. International sporting events are being hosted by nations with a “bribery-friendly” business culture. The nexus between anticorruption laws and these “bribery-friendly” business cultures create a tension for sport sponsors. Violations of applicable anticorruption laws may lead to significant fines, criminal sanctions and negative publicity. It is imperative that sport sponsors know and comply with these laws. This chapter aims to discuss bribery law, identify potential red flags that may indicate violations, and offer recommendations for legal compliance. peerReviewed
Leveraging Sport Sponsorship with Digital Marketing Communication : A Conceptual Model
2023
Despite the demonstrated importance of social media platforms in leveraging the effects of sport sponsorship, surprisingly few studies have investigated this issue. The current study aims to broaden the knowledge of how major corporations could apply their marketing strategies related to sport sponsorship and utilise social media and digital channels for leveraging activities to meet their corporate goals through sponsorship-related digital marketing and public relations (PR) communication. This conceptual paper will contribute to the understanding of how sport sponsorship could be leveraged in social media and discuss key factors for creating a desirable leveraging effect. The main outcome…