{"product_id":"the-dynamics-of-sponsorship-von-edin-guclu-sozer","title":"The Dynamics of Sponsorship","description":"\u003cp\u003eA newly popular member of the integrated marketing  communications strategy is the sponsorship of  events. Currently, sponsorship activities hold an  important share in overall communication budget of  brands. This trend also increases the expectations  on the return and financial contribution of these  investments. This book provides a comprehensive  analysis of sponsorship dynamics as well as the  exploration of the relationship between sponsorship  and customer based brand equity (CBBE). The book  explains the details of the research study which  measures the effects of sponsorship involvement on  CBBE and provides a discussion on the results of the  research together with the explanation of  implications for brand managers. The comprehensive  analysis of sponsorship dynamics and the theoretical  model developed make this book a valuable source of  information for both researchers and brand managers.  For researchers, the book opens a gate for further  research to explore the effects of sponsorship on  consumer behavior. For brand managers, it provides a  guide for getting effective results in sponsorship  involvement as well as to increase the return on  these investments.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838355658\"\u003e\u003ch3\u003eLeveraging Brand Equity in Postmodern Markets\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838355658","offer_id":39499075879005,"sku":"9783838355658","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/a639c4bf-9ec8-47d0-b19e-981e2c15d166.jpg?v=1758260062","url":"https:\/\/shop.autorenwelt.de\/products\/the-dynamics-of-sponsorship-von-edin-guclu-sozer","provider":"Autorenwelt Shop","version":"1.0","type":"link"}