{"product_id":"sport-sponsorship-in-b2b-organisations-von-jessica-tina-zimmermann","title":"Sport Sponsorship in B2B Organisations","description":"\u003cp\u003eRevision with unchanged content. This study examines the impact of sport sponsorship on consumer perception  and the way in which it impacts on the relationship with the customer in a  business-to-business (b2b) situation. The potential to enhance or change  brand image and increase awareness through sport sponsorship is well recognised.  However, it is often criticised for not being implemented strategically  despite the investment required. In addition, available literature fails to  distinguish between b2b and b2c despite the fact that motives for the two  different relationships often differ significantly.  Consequently this study investigates the aims, effects and strategies of sport  sponsorship in order to achieve specific corporate marketing objectives. The  research is centred on a German b2b company with the aim of developing insights  and conclusions on the b2b segment generally.  This research study identifies the use of sport sponsorship as a way in which  it is used to both create image and intensify customer relationships through  emotion and discusses how companies might wish to consider sport sponsorship  as part of their overall marketing strategy.  This research would be of interest to anyone involved or wishing to be involved  in either the academic or practicing field of b2b sport sponsorship,  particularly those in determination and design of coporate strategy.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783639393774\"\u003e\u003ch3\u003eA survey of strategies  and consumer perception\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783639393774","offer_id":39484160311389,"sku":"9783639393774","price":42.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/3daf1b79-d81d-489c-888a-ec52b8d23ea5.jpg?v=1776231593","url":"https:\/\/shop.autorenwelt.de\/products\/sport-sponsorship-in-b2b-organisations-von-jessica-tina-zimmermann","provider":"Autorenwelt Shop","version":"1.0","type":"link"}