The object of the work: 2005 – 2006 season Lithuanian basketball league competitions sponsorship
Research hypothesis: Lithuanian basketball league clubs sponsorship, positively impacts sponsors awareness, image and sales boosting.
The purpose of the work: To evaluate sponsorship equity fore sponsors of Lithuanian basketball league clubs.
Tasks of the work:
a. To analyze sponsorship conceptions and place in marketing communications mix.
b. To analyze sponsorship strategies.
c. To analyze methods and models evaluating sponsorship success.
d. Empirically calculate sponsorship equity fore sponsors of Lithuanian basketball
league clubs.
Conclusions:
1. Sponsorship can be either philanthropic or commercial. Philanthropic sponsorship implies the support of a cultural or social cause. But In most situations, sponsorship is commercial, i.e. the firm associates itself with a public event in order to gain direct commercial benefits: increase in consumer awareness, improvement in image, sales, etc. spon¬sorship is noted to be strategically different from advertising in certain respects unlike advertising, the medium and the creative message cannot always be tightly controlled by the sponsor, because sponsorship is often seen as indirectly influencing consumer perceptions of the brand, whereas the traditional advertising media are associated with directly influencing consumer perception.
2. Sponsorship strategies split between sponsorship strategies and counter-strategies... [to full text]
| Identifer | oai:union.ndltd.org:LABT_ETD/oai:elaba.lt:LT-eLABa-0001:E.02~2006~D_20061229_111051-86270 |
| Date | 29 December 2006 |
| Creators | Stupuris, Tomas |
| Contributors | Liesionis, Vytautas, Žilienė, Rūta, Mikalauskas, Rimantas, Misevičius, Vilius, Žalienė, Irina, Čingienė, Vilma, Navickas, Valentinas, Lithuanian Academy of Physical Education |
| Publisher | Lithuanian Academic Libraries Network (LABT), Lithuanian Academy of Physical Education |
| Source Sets | Lithuanian ETD submission system |
| Language | Lithuanian |
| Detected Language | English |
| Type | Master thesis |
| Format | application/pdf |
| Source | http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20061229_111051-86270 |
| Rights | Unrestricted |
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