Wpływ sponsoringu na wizerunek marki

• Autorzy: Rafał Matczyński

Warianty tytułu

Sponsorship Effects on Brand Image

• Języki publikacji: PL

Abstrakty

Celem artykułu jest określenie obecnego stanu wiedzy w zakresie zmian wizerunkowych będących rezultatem podjętych przez firmę działań sponsoringowych. Autor dąży do uzyskania odpowiedzi na pytanie, czy sponsoring jako forma promocji ma zdolność kształtowania postrzegania firmy. Tekst jest efektem krytycznej analizy literatury przedmiotu. W pierwszej części została omówiona koncepcja wizerunku sponsora ze wskazaniem na jego różne wymiary. W drugiej - dokonano przeglądu badań dostępnych w literaturze światowej, których przedmiotem były zmiany wizerunkowe sponsora. Czytelnik uzyska wiedzę na temat proponowanych w literaturze obszarów wizerunku firmy, w których mogą dokonywać się zmiany będące konsekwencją inwestycji w sponsoring, oraz na temat empirycznie potwierdzonych w tym zakresie wyników. W ten sposób zostaną wskazane obszary wymagające dalszych badań. (abstrakt oryginalny)

EN

The aim of the article is to state the current condition of knowledge in sponsorship brand image change area. The author pursue to answer the question, whether sponsorship has ability to create a perception of a company. The text is a result of critical analisys of literature. In the first part the conception of sponsor brand image with different dimensions was introduced. The second part is the review based on accessible in the worldwide literature researches, that concern brand image changes. On the one hand reader gains knowledge of the proposed brand image's dimensions, in which the sponsor can achieve enhancing, on the other hand he knows empirical evidence in this field. This way the author introduces areas, that require further researches. (original abstract)

Słowa kluczowe

PL

Sponsoring; Sport; Wizerunek przedsiębiorstwa

EN

Sponsoring; Sport; Company image

• Czasopismo: Marketing i Rynek
• Rocznik: 2015
• Numer: nr 11
• Strony: 10--16

Twórcy

autor

Rafał Matczyński

• Uniwersytet Ekonomiczny w Poznaniu

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