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

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

DOI

  • Kenneth Cortsen, University College of Northern Denmark, Aalborg
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.
Bidragets oversatte titelKapitalisering på CSR-baserede partnerskaber indenfor sportsbranding og sportssponsorering
OriginalsprogEngelsk
TidsskriftInternational Journal of Sport Management and Marketing
Vol/bind15
Nummer1-2
Sider (fra-til)75-97
ISSN1475-8962
DOI
StatusUdgivet - 2014

    Forskningsområder

  • Sportsbranding, Sportsøkonomi, Sportsledelse, Sportsmanagement, sport branding, sport economy, sport management, idrætsstjerne, sportsstjerne, personlig branding sport, Annika Sörenstam, golf, idræt og branding, sport and money, idræt og penge, stærkeste sportsbrand, , sponsorship, sponsorering, csr, sportsbranding, , sponsorship, sportsbranding, sportsøkonomi, sportsledelse, sport management, sport marketing, sport branding, corporate social responsibility in sports, sport economy, sport stars, sportsstjerner, hybrid branding in sports, sports business, business of sports, brand equity in sports, marketability in sports, idrætsstjerner, sport og økonomi

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