Sökning: "Bernhard Böhm"

Hittade 1 uppsats innehållade orden Bernhard Böhm.

  1. 1. The downside of Fandom and Sponsorships - An empirical study of sports team rivalry and other negative sport sponsorship effects

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Bernhard Böhm; [2014]
    Nyckelord :sponsorships; rivalry affiliation; fan identification; image transfer; negative spill-over effects;

    Sammanfattning : This study examines how sports team rivalry and other negative sport sponsorship effects can interfere with a successful sponsorship agreement between a sponsor and its sponsored object. The study consists of two sections, a quantitative, as well as a qualitative research part. LÄS MER