Bookcover of Consumers' Responsiveness to Brand Partnerships
Booktitle:

Consumers' Responsiveness to Brand Partnerships

The case of Trentino and FC Bayern München

AV Akademikerverlag (2012-11-28 )

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ISBN-13:

978-3-639-46058-2

ISBN-10:
3639460588
EAN:
9783639460582
Book language:
English
Blurb/Shorttext:
During the last decades destination branding has achieved more and more attention from DMOs, which attempt to exploit the benefits deriving from the combination between a strong brand, a good marketing and network management. That is why sponsorships grew in importance and complexity too, leading them to become real partnerships. Past research has demonstrated how sport-related advertisement is subject to more consumers’ attention than any other forms; thus, over time, companies used more and more this medium. This meaningful increase in marketing partnerships motivated me to write my bachelor thesis on the case of the alpine destination Trentino and its partnership with FC Bayern München.
Publishing house:
AV Akademikerverlag
Website:
http://www.akademikerverlag.de/
By (author) :
Jessica Romani
Number of pages:
80
Published at:
2012-11-28
Stock:
Available
Category:
Advertisement, marketing
Price:
29.95 €
Keywords:
Sponsorship, Destination Management, Brand, brand awareness, brand partnership

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