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Fan Identification and Sponsorship Investigating the Effctiveness of Fan Identification in Sport Sponsorship

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ISBN-10: 3836483599

ISBN-13: 9783836483599

Edition: 2008

Authors: Kyaw Myo Aung, Chung-hsiung Liao

List price: $76.00
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Since last few years ago, sport sponsorship has been the most popular persuasive communication media among others sponsorship. Moreover, sport events are gaining millions of supporters by TV broadcasting and live attendance every year. With this growth, Most of the companies receive many opportunities of increasing their exposure and fans' goodwill towards their team by sponsoring in sports. To conduct the successful sponsorship in sport market, fan identification effects are important, through collective self-concept or group esteem. However, there are few academic literatures which studied on this field and mostly are still unclear results on fan identification effects. Thus, this book…    
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Book details

List price: $76.00
Copyright year: 2008
Publisher: AV Akademikerverlag GmbH & Co. KG
Binding: Paperback
Pages: 128
Size: 5.75" wide x 8.75" long x 0.25" tall
Weight: 0.396