TY  - BOOK
AU  - Trespeuch,Léo
AU  -  Robinot,Élisabeth
TI  - Evaluation of the impact of sponsorship and co-branding strategies: a netnography of social networks
PY  - 2019///.
							
N1  - 85
N2  - With the emergence of Web 2.0 and social media, marketing brings in the era of hyper-measurability. Sponsorship campaigns are not an exception of this trend. Through a netnography of 6 ski resorts, this article focused on the impact of sponsorship campaigns. The relevance of this strategy is analyzed in relation to other brand association strategies such as co-branding. The main results show that the sponsorship is more effective with athletes from the ski resort. So it mainly induces emotional reactions which gives managerial contributions
UR  - https://shs.cairn.info/journal-recherches-en-sciences-de-gestion-2019-2-page-89?lang=en&redirect-ssocas=7080
ER  -