Daniela Cecilia Hidalgo Carbone

Bio: Daniela Cecilia Hidalgo Carbone is an academic researcher from University of Concepción. The author has an hindex of 1, co-authored 1 publications receiving 1 citations.

Effect of Image Transmission in Sports Sponsorship in Chile

Abstract: This chapter firstly aims to introduce the notion of sports sponsorship and the effect it has on the commercialization of products and services with society and, more importantly, its use by companies to project a positive image associated with their brand and objectives. Secondly, the chapter explains the various measurement and evaluation tools available for efficacy transmission of image in sponsorship. It provides a process model for the implementation of the sport sponsorship model based on Irwin and Asimakopoulos (1992) and later adapted by Karg (2007). Finally, the chapter compares sports sponsorship investment in Chile with more advanced countries such as Spain and the United States and how companies allocate funding towards sports with the aim of increasing their brand in associated markets.

Price Effectiveness in Hotels: Case Study Comparing Strategies Adopted by Mid-Size Hotels in New Delhi

Abstract: This case study focuses on the mid-size hotel industry in India. It will analyze the extent to which the pricing strategies are adopted in order to optimize revenues. The mid-size segment is comprised of three and four star hotels, which cater to the average foreign and domestic leisure travelers. Pricing is the single greatest challenge facing independent hotels today. It is studied how determining optimal rates based on the patterns of price sensitivity of demand still remains the biggest challenge for these hotels. Price sensitivity and its impact on revenue are examined. To determine and analyze this challenge faced by mid-size hotel industry, the case will focus on pricing strategies and challenges faced by a midscale chain hotel and a stand-alone economy hotel in New Delhi. The hotels have been taken from National Capital Region (New Delhi) which is the largest hotel market in the country both in terms of active assets under development and potential projects in planning.