| 000 | 01438cam a2200289 4500500 | ||
|---|---|---|---|
| 005 | 20250121114842.0 | ||
| 041 | _afre | ||
| 042 | _adc | ||
| 100 | 1 | 0 |
_aTrespeuch, Léo _eauthor |
| 700 | 1 | 0 |
_a Robinot, Élisabeth _eauthor |
| 245 | 0 | 0 | _aEvaluation of the impact of sponsorship and co-branding strategies: a netnography of social networks |
| 260 | _c2019. | ||
| 500 | _a85 | ||
| 520 | _aWith 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. | ||
| 690 | _anetnography | ||
| 690 | _aathlete | ||
| 690 | _acelebrity | ||
| 690 | _asponsoring | ||
| 690 | _asocial networks | ||
| 690 | _anetnography | ||
| 690 | _aathlete | ||
| 690 | _acelebrity | ||
| 690 | _asponsoring | ||
| 690 | _asocial networks | ||
| 786 | 0 | _nRecherches en Sciences de Gestion | o 131 | 2 | 2019-10-18 | p. 89-110 | 2259-6372 | |
| 856 | 4 | 1 | _uhttps://shs.cairn.info/journal-recherches-en-sciences-de-gestion-2019-2-page-89?lang=en&redirect-ssocas=7080 |
| 999 |
_c547568 _d547568 |
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