Capitalising on CSR-based partnerships in sports branding and sports sponsorship

    Publikation: Bidrag til tidsskriftTidsskriftsartikelForskningpeer review

    Abstract

    The purpose of this article is to develop a toolkit for academics and practitioners, which elaborates on how strategic application of corporate social responsibility (CSR) may guide sports branding initiatives and sponsorship partnerships and lead to increased levels of brand capitalisation. Inspired by Shank's (2009) notion of the sports brand building process, i.e.: 1) brand awareness; 2) brand image; 3) brand equity; 4) brand loyalty, the interacting nature of sports brands exemplified by how sports brands at the corporate level interact with sports brands at the personal and product levels is integrated in the article. This is done to propose how these interactions may increase the effect of the work with strategic CSR on corporate sports brands.
    OriginalsprogEngelsk
    TidsskriftInternational Journal of Sport Management and Marketing
    Vol/bind15
    Udgave nummer1-2
    Sider (fra-til)75-97
    Antal sider22
    ISSN1475-8962
    DOI
    StatusUdgivet - 2014

    Emneord

    • markedsføring

    Citationsformater