Transfer wizerunku w sponsoringu sportowym

• Autorzy: Rafał Matczyński

Warianty tytułu

Brand Image Transfer in Sport Sponsorship

• Języki publikacji: PL

Abstrakty

Decyzja dotycząca zaangażowania się w sponsoring może być podyktowana wieloma oczekiwaniami zarządu wobec tej formy promocji. Jednym z nich jest chęć uzyskania wśród społeczeństwa zmiany postrzegania firmy. Osiągnięcie tego celu jest możliwe m.in. dzięki zjawisku transferu wizerunku z podmiotu sponsorowanego. W artykule przedstawiono ten ważny z punktu widzenia osiąganych efektów sponsora proces. Po jego scharakteryzowaniu przedstawiono wpływające na niego czynniki oraz najczęściej wymieniane w literaturze mechanizmy za nim stojące. Najobszerniej potraktowane zostały stosowane w literaturze metody pomiaru transferu wizerunku, a ich opis został wsparty licznymi przykładami. Artykuł kończy się wnioskami dla menedżerów, którzy na co dzień są związani ze sponsoringiem. (abstrakt oryginalny)

EN

A decision to engage in sponsorship might be determined by variety of management expectations toward this kind of promotion. One of them is desire of improving brand image. Reaching the aim is possible by transfer of image from sponsored property, among other things. The article presents the process of image transfer, that plays very important role in achieving sponsorship effects. Firstly the author introduces this process and enumerates factors influencing it. Then the most frequently mentioned in the literature mechanisms standing behind this process are pointed. The most comprehensive part of the paper is identification of methods for measuring the transfer. Their description is supported by numerous examples. The final part indicates conclusions for managers who deal with sponsorship in their daily life. (original abstract)

Słowa kluczowe

PL

Sponsoring; Wizerunek przedsiębiorstwa

EN

Sponsoring; Company image

• Czasopismo: Marketing i Rynek
• Rocznik: 2015
• Numer: nr 12
• Strony: 11--16

Twórcy

autor

Rafał Matczyński

• Uniwersytet Ekonomiczny w Poznaniu

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