Book ChapterDOI
Effect of Image Transmission in Sports Sponsorship in Chile
Daniela Cecilia Hidalgo Carbone,Leandro Rodrigo Poblete Gutierrez,José Luis Vasquez Cerda,Steve Baeza +3 more
- pp 219-237
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TLDR
In this article, the authors 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.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.read more
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Book ChapterDOI
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.
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Journal ArticleDOI
Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
TL;DR: In this paper, an alternative meaning transfer model is proposed, which shows how meanings pass from celebrity to product and from product to consumer, and the implications of this model for our understanding of the consumer society are considered.
Journal ArticleDOI
Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge
TL;DR: In this paper, the authors review and synthesize the literature about service quality delivery through Web sites, describe what is known about the topic, and develop an agenda for needed research.
Journal ArticleDOI
Building Brand Image Through Event Sponsorship: The Role of Image Transfer
Kevin P. Gwinner,John Eaton +1 more
TL;DR: In this article, the authors report the results of an experiment using undergraduate student subjects, who assessed the degree to which a sporting event's image was transferred to a brand through event sponsorship activity, and they found that when event and brand are matched on either an image or functional basis the transfer process is enhanced.
Journal ArticleDOI
Determinants of Sports Sponsorship Response
Richard Speed,Peter Thompson +1 more
TL;DR: In this article, the effects of consumers' attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response are examined.
Journal ArticleDOI
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
TL;DR: In this paper, the authors developed and tested a cognitive explanation of sponsor effects and found that a good fit between a company and the cause it sponsored generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor.
Related Papers (5)
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