year 7, Issue 1 (Spring 2019)
Ann Appl Sport Sci 2019, 7(1): 57-81 |
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Keshkar S, Lawrence I, Dodds M, Morris E, Mahoney T, Heisey K, et al . The Role of Culture in Sports Sponsorship: an Update. Ann Appl Sport Sci 2019; 7 (1) :57-81
URL: http://aassjournal.com/article-1-704-en.html
URL: http://aassjournal.com/article-1-704-en.html
Sara Keshkar * 
1, Ian Lawrence2 , Mark Dodds3 , Erin Morris3 , Tara Mahoney3 , Kevin Heisey4 , Francesco Addesa5 , David Hedlund6 , Geoff Dickson7 , Hamid Ghasemi8 , Abdullah Faruq5 , Michael Naylor9 , James Santomier, Jr.10
1, Ian Lawrence2 , Mark Dodds3 , Erin Morris3 , Tara Mahoney3 , Kevin Heisey4 , Francesco Addesa5 , David Hedlund6 , Geoff Dickson7 , Hamid Ghasemi8 , Abdullah Faruq5 , Michael Naylor9 , James Santomier, Jr.10
1- Allameh Tabataba’i University, Tehran, Iran , Keshkar@atu.ac.ir
2- Teesside University Business School
3- SUNY Cortland, Cortland, New York, USA
4- Liberty University, Lynchburg, Virginia, USA
5- Leeds Beckett University, Leeds, West Yorkshire, UK
6- College of Professional Studies, St. John’s University, New York, USA
7- La Trobe Business School, Melbourne, Australia
8- Payame Noor University, Tehran, Iran
9- Auckland University of Technology, Auckland, New Zealand
10- Sacred Heart University, Fairfield, Connecticut, USA
2- Teesside University Business School
3- SUNY Cortland, Cortland, New York, USA
4- Liberty University, Lynchburg, Virginia, USA
5- Leeds Beckett University, Leeds, West Yorkshire, UK
6- College of Professional Studies, St. John’s University, New York, USA
7- La Trobe Business School, Melbourne, Australia
8- Payame Noor University, Tehran, Iran
9- Auckland University of Technology, Auckland, New Zealand
10- Sacred Heart University, Fairfield, Connecticut, USA
Abstract: (22973 Views)
Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article
Keywords: Sports, Sponsorship, Culture, Society, Social Norms, Social Values, Organizational Culture, Advertisement, Symbols, Religion, Media, Sponsors, Brand Image, Athlete, Social Image, Sexuality, Digital Transformation
Type of Study: Review Article |
Subject:
Sport Management and its related branches
Received: 2018/08/7 | Accepted: 2018/10/7
Received: 2018/08/7 | Accepted: 2018/10/7
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