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Tytuł:
CULTURAL SPONSORSHIP LAW
Autorzy:
Maniatis, Antonios
Powiązania:
https://bibliotekanauki.pl/articles/546384.pdf
Data publikacji:
2017-09-30
Wydawca:
Uniwersytet Warmińsko-Mazurski w Olsztynie
Tematy:
Cultural sponsorship,
Funding-promotion paradigm, Museums,
Patronage (’Mecenazgo’),
Tax exemption, Tourism sponsorship
Opis:
This paper aims at analyzing and upgrading the legal status of sponsorship contracts as for cultural activities. It is recommended to adopt various legislative changes, many of which could exemplify the proposed ‘funding-promotion’ paradigm. The key of this model is to focus on private individuals and legal entities either under the public law or under the private one, as potential sponsors, donators etc. and to provide them with sufficient motivation. A tax exemption percentage of 10% is not compatible with the sponsorship concept. Last but not least, tourism law has recently begun to adopt the cultural sponsorship contract model.
Źródło:
Civitas et Lex; 2017, 3(15); 23-24
2392-0300
Pojawia się w:
Civitas et Lex
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wykorzystanie sponsoringu imiennego w sporcie na przykładzie koszykarskiego śląska Wrocław
Use of title sponsorship in sport.The case of Slask Wroclaw basketball team
Autorzy:
Terlecki, Michał
Powiązania:
https://bibliotekanauki.pl/articles/420069.pdf
Data publikacji:
2013
Wydawca:
Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Tematy:
sponsorship
title sponsorship
sports sponsorship
Opis:
The problem of this paper refers to specific form of promotion, namely sports sponsorship. In this situation, on the one hand professionalization of Polish sports organizations, which stopped being connected with work institutions or uniformed services, and on the other hand searching by companies new ways to reach to customers with a promotional message, sports sponsorship became a great cooperation platform that can and should provide benefits for both sides. The author focuses on institutions that used the name of Slask Wroclaw basketball team as a part of their brands promotion. He identifies aims which they were guided by when they decided about title sponsorship of this club, and also analyses and evaluates the achievement of their implementation.
Źródło:
Nauki o Zarządzaniu; 2013, 4(17); 154-171
2080-6000
Pojawia się w:
Nauki o Zarządzaniu
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship
Autorzy:
Karpińska-Krakowiak, Małgorzata
Powiązania:
https://bibliotekanauki.pl/articles/1930038.pdf
Data publikacji:
2013-06-25
Wydawca:
Polskie Towarzystwo Socjologiczne
Tematy:
consumer knowledge
brand
image transfer
event sponsorship
Opis:
The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international cultural events were examined and a total of 853 respondents participated in this study. The Kruskall-Wallis and Mann-Whitney tests were performed to determine whether there were any differences in brand image transfer between experts (‘high-knowledge’ spectators) and novices (‘low-knowledge’ spectators). The results reveal that image-building effects in cultural event sponsorship are considerably less pronounced if event spectators are highly knowledgeable about an event and its sponsoring brand. The findings indicate to what extent a brand may thrive on event sponsorship and how important it is to track current market segmentation and brand positioning.
Źródło:
Polish Sociological Review; 2013, 182, 2; 185-208
1231-1413
2657-4276
Pojawia się w:
Polish Sociological Review
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Entering into sponsorship agreements. Perspectives for charitable works of the Church in Poland
Autorzy:
Kaleta, Paweł
Powiązania:
https://bibliotekanauki.pl/articles/1372332.pdf
Data publikacji:
2019-03-09
Wydawca:
Uniwersytet Kardynała Stefana Wyszyńskiego w Warszawie
Tematy:
Finansowanie dzieł charytatywnych Kościoła
umowy sponsorship
zachowanie katolickiej tożsamości
etyczne dyrektywy
Financing of charity works in the Church
sponsorship agreements
preservation of Catholic identity
ethics directives
Opis:
This study explores the usage of sponsorship agreements as new forms of governance and funding in the delivery of educational and social welfare services which are struggling to support themselves. Sponsorship agreements were developed by religious institutes in the North America which founded charity entities. Significant changes affecting healthcare delivery, led leaders and managers of Catholic healthcare institutions to draw up appropriate sponsorship agreements so as to assure their Catholic identity and the charism of their works. This article aims to show the ways in which a sponsorship agreement may be drawn up in order to enable a church entity to carry out its charitable works effectively. The author commences with great focus on canon law and the legal definition of “sponsorship” in order to further determine the necessary requirements to establish public juridic persons for healthcare ministry. The requirements of Catholic healthcare agreements provide the crucial part of the text. This includes the following elements: 1) Catholic mission; 2) Catholic identity; 3) compliance with canon law; 4) ownership; and 5) reserved powers. These elements should be taken into account especially when sponsorship agreements involve non Catholic parties. The analysis of sponsorship agreements is based on the new legal arrangements developed in the U.S.A. and in Canada. Its purpose is to provide practical guidance for sponsorship agreements in Poland, which is yet unknown both in civil and canon law. This article provides practical guidance for sponsorship agreements that are constantly affected by numerous social and economic changes.
Źródło:
Prawo Kanoniczne; 2019, 62, 1; 83-104
2353-8104
Pojawia się w:
Prawo Kanoniczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Sponsoring sportowy jako narzędzie promocji miasta Białystok
Sports sponsorship as a promotional tool for the city of Bialystok
Autorzy:
Wasiluk, A.
Tokarzewski, P.
Powiązania:
https://bibliotekanauki.pl/articles/399066.pdf
Data publikacji:
2013
Wydawca:
Politechnika Białostocka. Oficyna Wydawnicza Politechniki Białostockiej
Tematy:
promocja
promocja mix
promocja miast i regionów
sponsoring
sponsoring sportowy
promotion
promotion mix
promotion of cities and regions
sponsorship
sports sponsorship
Opis:
Sponsoring sportowy jest akceptowanym instrumentem promocji miast i regionów, zatem wydaje się w pełni uzasadnionym działaniem wykorzystywanie go jako narzędzie komunikacji marketingowej przez miasto Białystok. W drodze weryfikacji postawionego założenia, niniejszą publikację oparto z jednej strony na analizie teoretycznej podstawowych zagadnień literatury przedmiotu (opisano istotę promocji oraz sponsoringu sportowego) zaś z drugiej na weryfikacji empirycznej przyjętych założeń.
The purpose of this article is to indicate that sports sponsorship is accepted and attention catching instrument of promoting cities and regions. Therefore, it is reasonable to use it as a mean of marketing communication by the authorities of the city of Bialystok. To complete the posed assumptions, this publication is on one hand based on the theoretical analysis of the basic issues covered in the literature (described as the essence of promotion and sports sponsorship) and on the other hand the empirical verification of the accepted methodological assumptions. The results of the survey conducted on the Internet to a moderate extent confirmed the research hypothesis. This fact is supported by the average level of sports sponsorship visibility among respondents outside the region of Podlasie.
Źródło:
Ekonomia i Zarządzanie; 2013, 5, 1; 50-62
2080-9646
Pojawia się w:
Ekonomia i Zarządzanie
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Research on strategies of sport event sponsorship
Autorzy:
Jedel, Joanna
Powiązania:
https://bibliotekanauki.pl/articles/419093.pdf
Data publikacji:
2018-03-31
Wydawca:
Uniwersytet Gdański. Wydział Ekonomiczny
Opis:
The purpose of this article is to analyse and understand sports sponsorship based on a study of corporate sponsorship and its strategies. The paper adopts the survey method to present the power of sports sponsorship, examine enterprise-sponsored sports and the purpose of sponsorship. This research will rely on the literature and case-study data drawn from specific instances of sports sponsorship. Methodology – This research study takes advantage of the survey method, questionnaires, SPSS software, comparative analysis, literature review, contrastive analysis, descriptive statistics, comparison, inference and conclusion. Findings – Attempt to find a relation between television broadcast, corporate logo, and the correlation of cumulative audience, the level of competition, athletes; determine the significance of individual factors; determine the degree of correlation between the impact of a sports event on the image of the sponsor.
Źródło:
Współczesna Gospodarka; 2018, 9, 4 (31); 51-62
2082-677X
Pojawia się w:
Współczesna Gospodarka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Perspectives on the Development of Sponsorship of Catholic Ministerial Organizations with Particular Reference to Health Care
Autorzy:
Kaleta, Paweł
Powiązania:
https://bibliotekanauki.pl/articles/668465.pdf
Data publikacji:
2019
Wydawca:
Uniwersytet Papieski Jana Pawła II w Krakowie
Tematy:
Sponsorship
charity organizations
Catholic healthcare service
educational institutions
social service
Opis:
Sponsorship in this paper is the formal relationship between an authorized Catholic organization and a recognized apostolic undertaking to promote and sustain Christ’s ministry to people in need. Sponsorship is not a static reality. Radical changes which have occurred in charitable works, largely due to the decline in religious vocations and the aging of members of institutes, led sponsoring leaders to seek for and find new approaches to sponsorship whereby their ministry could continue without compromising their identity. The purpose of this article is to draw attention to certain perspectives of the evolving understanding of sponsorship which is regularly in the process of being transformed and reshaped. It faces many challenges regarding the continuing Catholic identity of the sponsored works and the recognition of numerous new opportunities for future forms of sponsorship. This study explores certain canonical and practical perspectives for the development of the sponsorship of various forms of Catholic ministerial organizations, with particular reference to health care.
Źródło:
The Person and the Challenges. The Journal of Theology, Education, Canon Law and Social Studies Inspired by Pope John Paul II; 2019, 9, 2; 149-167
2391-6559
2083-8018
Pojawia się w:
The Person and the Challenges. The Journal of Theology, Education, Canon Law and Social Studies Inspired by Pope John Paul II
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Określenie charakteru prawnego umowy sponsoringu jako przesłanka umożliwiająca podjęcie próby ustalenia jej reżimu prawnego.
Determining the legal character of the sponsorship agreement as the premise allowing to make the attempt to determine its legal regime.
Autorzy:
Rogacka-Łukasik, Anna
Powiązania:
https://bibliotekanauki.pl/articles/443827.pdf
Data publikacji:
2013
Wydawca:
Wyższa Szkoła Humanitas
Tematy:
sponsoring
umowa sponsoringu
sponsor
podmiot sponsorowany
charakter prawny
umowa nienazwana
mecenat
sponsorship
sponsorship agreement
benefactor
beneficiary
legal character
unnamed
agreement
patronage
Opis:
Podstawową przyczyną powstania niniejszej publikacji był zamiar podkreślenia, jak ważną formą komunikacji podmiotów gospodarczych z opinią publiczną w Polsce stał się sponsoring. Z uwagi na ciągle rosnące zainteresowanie instytucją sponsoringu wystąpiła niejako konieczność podjęcia prób jego uregulowania. Praktyka gospodarcza już od dawna pokazuje, że umowa sponsoringu cieszy się dużym zainteresowaniem. W literaturze zwracano już uwagę na to, że jedną z cech umów nienazwanych jest ich przejściowy charakter, co oznacza, że powtarzalność umów w praktyce obrotu gospodarczego winna skłonić ustawodawcę do podjęcia decyzji o ustawowej regulacji tej umowy. Wydaje się, że nadszedł już czas, by także umowę sponsoringu uregulować ustawowo i zacząć zaliczać ją do grona umów nazwanych. W niniejszej publikacji podjęto próbę ustalenia reżimu prawnego dla umowy sponsoringu. W celu dokonania wspomnianego zabiegu koniecznym stało się określenie jej charakteru prawnego. W związku z powyższym, po przedstawieniu typologii umów, będącej podstawą do dalszych rozważań, analizie i argumentacji poddano szereg umów zarówno uregulowanych w kodeksie cywilnym, jak i tych znajdujących się poza jego obrębem. Zamierzeniem dokonanej analizy było ukazanie, iż pomimo wielu podobieństw umowy sponsoringu z tymi umowami, jest ona samodzielną instytucją prawną, która nie mieści się w ramach występujących w prawie polskim umów.
The main reason for writing this article is the attempt to emphasize how important is the sponsorship in communicating between the enterprise and the public opinion in Poland. Due to the increasing interest in the area of sponsorship, there is a necessity of regulating the phenomenon. The sponsorship agreement has been very popular with the enterprise for a long time. It is found in the literature that one of the main features of unnamed agreements is its temporary character which means that the agreement repetitiveness in the practice of the economic turnover should force the legislator to regulate it lawfully. It is high time to legislate the sponsorship agreement and to include it to the group of named agreements. In this article the attempt to determine the legal regime of the sponsorship agreement was taken. In order to carry the above mentioned deed it was necessary to determine its legal character. Because of it, after presenting the types of agreements being the basis for the further discussion the number of both the named and unmanned agreements within and out of the civil code were analyzed and discussed. The main aim of the taken analysis was to reveal, despite many similarities between the sponsorship agreement with these ones, that it is the independent legal institution, which is not included in the Polish law of agreements.
Źródło:
Roczniki Administracji i Prawa; 2013, 13; 397-419
1644-9126
Pojawia się w:
Roczniki Administracji i Prawa
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes
Autorzy:
Banerski, Grzegorz
Biele, Cezary
Awdziej, Marcin
Kaczyński, Adam
Molenda, Sylwester
Powiązania:
https://bibliotekanauki.pl/articles/1934213.pdf
Data publikacji:
2021
Wydawca:
Akademia Leona Koźmińskiego w Warszawie
Tematy:
sponsorship vignette
loyalty
purchase intentions
controversial program
media context
congruence
Opis:
Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers. Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer-Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence – through the argument of video material in the form of TV programs and advertising spots. Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones. Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed. Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program’s about sex that fit the definition of controversiality. Originality/value: The study contributes to the existing literature on ad–content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers’ loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product.
Źródło:
Central European Management Journal; 2021, 29(2); 2-32
2658-0845
2658-2430
Pojawia się w:
Central European Management Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Public relations, marketing, reklama, lobbing, sponsoring, propaganda i agitacja – podobieństwa i różnice
Public Relations, Marketing, Advertising, Lobbying, Sponsorship, Propaganda and Campaigning – Similarities and Differences
Autorzy:
Banajski, Ryszard
Powiązania:
https://bibliotekanauki.pl/articles/469120.pdf
Data publikacji:
2008
Wydawca:
Polska Akademia Nauk. Instytut Filozofii i Socjologii PAN
Tematy:
social communication
public relations
marketing
advertising
lobbying
sponsorship
propaganda
publicity
public affairs
corporate identity
Opis:
The article attempts to determine similarities and differences between various forms of social communication with special attention given to public relations. The author refers to the concepts of such handbook writers as: K. Wojcik, S. Black, and W. Furman, who tried to identify characteristic features of public relations, marketing, advertising, and publicity (campaigning). Various forms of social communication are discussed in praxiological and ethical context. From this perspective, public relations play the crucial role nowadays, however technological revolutions and tough (fierce) competition on the free market may cause far reaching unification of methods and techniques of social communication.
Źródło:
Prakseologia; 2008, 148; 9-25
0079-4872
Pojawia się w:
Prakseologia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Komunikacja sponsoringowa w Polsce podczas piłkarskich Mistrzostw Świata w 2018 roku
Sponsorship Communication in Poland During the Football World Cup in 2018
Autorzy:
Kończak, Jarosław
Powiązania:
https://bibliotekanauki.pl/articles/1288292.pdf
Data publikacji:
2019
Wydawca:
Uniwersytet Warszawski. Wydział Dziennikarstwa, Informacji i Bibliologii
Tematy:
komunikacja
mistrzostwa świata w piłce nożnej
piłka nożna
reklama
sponsoring sportowy
advertising
communication
football
football world championships
sports sponsorship
Opis:
Artykuł zawiera analizę komunikacji firm związanych z Mistrzostwami Świata w Piłce Nożnej Rosja 2018. Cel: Zdefiniowanie najczęstszych motywów, emocji do jakich sięgają sponsorzy i reklamodawcy w Polsce oraz wpływu komunikacji sponsoringowej na kibiców. Metody badań: Badania ilościowe sponsorów sportu w Polsce, badania jakościowe osób funkcjonujących od wielu lat w sporcie i sponsoringu sportowym oraz analiza własna komunikacji wybranych marek. Wyniki i wnioski: Polacy nie znają sponsorów najważniejszej dla nich i najpopularniejszej w kraju reprezentacji. Powodem jest m.in. schematyczna komunikacja firm, od wielu lat oparta o podobne i przewidywalne koncepty kreatywne, utarte schematy, nie rodzące większych emocji i nie porywające fanów. Dlatego Mundial 2018 był czasem zmarnowanych możliwości dotarcia do kibiców i zdystansowania konkurencji. Marketingowy potencjał reprezentacji piłkarskiej nie został wystarczająco wykorzystany. Wartość poznawcza: Obraz komunikacji sponsoringowej firm i jej odbioru przez kibiców podczas największej piłkarskiej imprezy świata.
The article contains an analysis of the communication of companies related to the FIFA World Cup Russia 2018. Scientific objective: To define the most common motives, emotions reached by sponsors and advertisers in Poland and the influence of sponsoring communication on fans. Research methods: Quantitative research of sports sponsors in Poland, qualitative research of people who have been active in sport and sports sponsorship for many years, as well as own analysis of communication of selected brands. Results and conclusions: Poles do not know the sponsors of the most important for them and the most popular national teams. The reason for this is e.g. schematic communication of companies, which for many years has been based on similar and predictable creative concepts, common patterns that do not give rise to much emotion and do not captivate fans. That is why the 2018 World Cup was a time of wasted opportunities to reach fans and distance the competition. The marketing potential of the football team has not been sufficiently exploited. Research value: A picture of the sponsorship communication of companies and its reception by fans at the biggest football event in the world.
Źródło:
Studia Medioznawcze; 2019, 2; 160-172
2451-1617
Pojawia się w:
Studia Medioznawcze
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Perception of sustainable sport sponsorship in terms of sustainable development and corporate social responsibility in the era of the Covid-19 pandemic
Autorzy:
Olejniczak-Szuster, Katarzyna
Łukasik, Katarzyna
Powiązania:
https://bibliotekanauki.pl/articles/27313730.pdf
Data publikacji:
2022
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
sports sponsorship
sustainable development
CSR
Covid-19 pandemic
sponsoring sportowy
zrównoważony rozwój
pandemia COVID-19
Opis:
Purpose: The purpose of the research presented in this paper was to identify the factors that determine the perception of sport sponsorship in terms of sustainability development and CSR activities in the era of Covid-19. Design/methodology/approach: The goal was achieved by literature review and presentation of the results of relevant pilot research. The research sample (random) consisted of questionnaires returned by 203 respondents via the Internet. In the empirical analysis workshops, binomial models in the form of logit models were used, due to which the estimation of 8 logit models (4 full and 4 reduced) was carried out, while considering their determinants in 5 categories. Findings: The results show that despite the Covid-19 pandemic, participants in sports events pay attention to the sponsor's activities in terms of sustainable development and CSR. This is evidenced by various perceptions of his activity. These results confirm that combining sponsorship with sustainable development and CSR help to create a positive image of the company, especially in the times of crisis. Research limitations/implications: In the period of many restrictions related to the Covid-19 pandemic, sports sponsors have limited opportunities to display their brand, thus creating their image. Additionally, the lack of sports gatherings limited the interactions occurring on the plane of the sports event – sponsor-beneficiaries of the event. Covid-19, in a way, forced brands to act in a sustainable manner and CSR. The commercialization of sport introduced sustainable development and CSR as means to achieve organizational goals and the Covid-19 pandemic has become a period of adjusting activities in the area of sustainable development and CSR to new conditions and social expectations. The obtained test results confirm this. Social implications: The coronavirus pandemic and government-imposed social distancing measures have had a strong impact on the sports sponsorship rights market, thereby impacting sustainability and CSR activities. Therefore, the article answered the question whether the Covid-19 era is a place to combine sports sponsorship with sustainable development and CSR? Originality/value: The discussed issue is in line with the current concept of sustainable development and CSR. Sustainable sports sponsorship allows you to build a positive image of the company and maintain a long-term competitive advantage, even in such difficult times related to the Covid-19 pandemic. The article is intended for both managers and researchers dealing with the subject of sustainable development and CSR.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2022, 157; 363--385
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Zmiany w sponsoringu – od filantropii do cause related marketing
Changes in sponsorship – from philanthropy to cause related marketing
Autorzy:
Dąbrowska, Małgorzata
Powiązania:
https://bibliotekanauki.pl/articles/449354.pdf
Data publikacji:
2015
Wydawca:
Wyższa Szkoła Ekonomiczno-Humanistyczna w Bielsku-Białej
Tematy:
sponsorship
patronage
corporate patronage
foundation
CRM
CSR
promotion strategy
motivation to support art and culture
sponsoring
mecenat
fundacja
motywacja do sponsorowania instytucji kultury
strategia promocji
Opis:
The article deals with the problem of sponsorship and patronage showing that these notions were wrongly applied interchangeably. We can notice the evolution from philanthropy charity, technical help to the building of corporate partnerships. The transnational corporations are nowadays determined to elaborate their own programs in which they underline their CSR rather than give the support to the arts and sports. Even countries and societies considered as BoP are taken into account in the new approach which links social aspects to new markets development. The cause related marketing analyzed on the example of American Express and Unilever is one of the more performing tools helping to gain recognition for the enterprise and to make advertisement for its products.
Artykuł podejmuje tematykę sponsoringu i mecenatu zwracając uwagę na to, że niesłusznie wspomniane pojęcia bywają używane wymiennie Można zaobserwować zauważalną ewolucję od mecenatu daru, mecenatu kompetencji do budowania relacji partnerskich ze sponsorowanym podmiotem. Transnarodowe koncerny rezygnują coraz częściej ze wspierania kultury i sztuki i tworzą własne programy w których eksponują społeczne zaangażowanie biznesu. Reklamując swoje produkty, poprawiając swój wizerunek osiągają lepszą sprzedaż, także w krajach ubogich, które dotąd nie były brane pod uwagę w planach ekspansji na rynki zagraniczne. Jednym z najbardziej skutecznych sposobów oddziaływania na klientów stał się cause related marketing pokazany na przykładzie działalności firm American Express i Unilever.
Źródło:
Polonia Journal; 2015, 1-2; 145-184
2083-3121
Pojawia się w:
Polonia Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Sponsoring w wybranych klubach szczecińskich
Sponsorship in chosen Stettin sports clubs
Autorzy:
Wiazewicz, A.
Powiązania:
https://bibliotekanauki.pl/articles/790133.pdf
Data publikacji:
2012
Wydawca:
Uniwersytet Szczeciński. Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Tematy:
Szczecin
kluby sportowe
sponsoring
sponsorzy
marketing sportowy
Źródło:
Zeszyty Naukowe. Prace Instytutu Kultury Fizycznej. Uniwersytet Szczeciński; 2012, 28
1640-6818
Pojawia się w:
Zeszyty Naukowe. Prace Instytutu Kultury Fizycznej. Uniwersytet Szczeciński
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Cost of recognisability of a sponsors brand achieved through TV broadcasts
Autorzy:
Kucharski, Michał
Kot, Sebastian
Powiązania:
https://bibliotekanauki.pl/articles/18797195.pdf
Data publikacji:
2017
Wydawca:
Instytut Badań Gospodarczych
Tematy:
sport sponsorship
brand recognisability
effectiveness
Opis:
Research background: The main aim of engaging with the research topic under discussion was the desire to equip those responsible for the process of managing sponsorship campaigns with a method that would enable comparison and evaluation of the results of a given campaign with the effects obtained by other campaigns and different forms of promotion. A significant assumption was that the proposed method does not require any prolonged or expensive research and that it also allows to add other research tools (like e.g. an eye-tracker) if need be. The chosen research topic also constitutes an alternative to the usage of advertising value equivalency, as it is not considered a reliable indicator of effectiveness of sponsorship campaigns. Purpose of the article: The central aim of this research study was to evaluate the feasibility of assessing costs incurred by sponsors of sports events as the price of gaining recognisability of their brands by television audiences watching broadcasts of sponsored events. Methods: The research was conducted on the basis of a questionnaire which gave data concerning spontaneous and assisted recognisability of sponsors? brands. Participants consisted of viewers who had watched volleyball match indicated by the investigator. The research also included data obtained from source materials, concerning the costs of sponsor-ship agreements and viewership of chosen volleyball matches. Findings & Value added: The investigation revealed that it is possible to calculate the costs of reaching television audiences of sports events effectively, i.e. where audiences are given the opportunity to recognize a brand as a sponsor of a given sports event. Results of the research offer sponsorship campaign managers a possibility to compare the costs incurred to reach their target group as part of a specific campaign, with other similar campaigns undertaken by a particular company, as well as with the results achieved by other sponsors of the same events.
Źródło:
Oeconomia Copernicana; 2017, 8, 3; 447-461
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
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