The Impact of sponsoring large-scale events on brand marketing : -- an case of Guangzhou marathon
Zhang, Lu (2018)
Haaga-Helia ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201901021028
http://urn.fi/URN:NBN:fi:amk-201901021028
Tiivistelmä
Theaim of thestudywastoidentifythefactorsthat canchangeand enhancetheimpactof corporatebranding in sponsoringlarge sportingevents. Sponsorshipis oneof thefactors thatinfluencescorporatebranding.
Thisstudyis basedona largenumberof past casesof sportssponsorship, learning to summarizetheprofitability, relevance and inter-relatednessof corporatesponsorship sportsevents. This studyinvestigatesToyota'ssponsorship of the Guangzhou Marathon as an example. The study alsousesa questionnaire to find out who have been involved in major sporting events.
Finally, theconclusions andrecommendationsareillustratedin thelast stageassociated withthewhole studyprocess.Theenterprise insponsorship is likelytochoosesuitable objects and sponsors form, creative advertising and invite athletes related to the events. The suggestion that can give is further study would beneeded on the corporate sponsorship ofevents, particularly mega-sportsevents.
Thisstudyis basedona largenumberof past casesof sportssponsorship, learning to summarizetheprofitability, relevance and inter-relatednessof corporatesponsorship sportsevents. This studyinvestigatesToyota'ssponsorship of the Guangzhou Marathon as an example. The study alsousesa questionnaire to find out who have been involved in major sporting events.
Finally, theconclusions andrecommendationsareillustratedin thelast stageassociated withthewhole studyprocess.Theenterprise insponsorship is likelytochoosesuitable objects and sponsors form, creative advertising and invite athletes related to the events. The suggestion that can give is further study would beneeded on the corporate sponsorship ofevents, particularly mega-sportsevents.