The Role of Culture in Sports Sponsorship: An Update

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aut.relation.issue4en_NZ
aut.relation.journalAnnals of Sport Scienceen_NZ
aut.relation.volume6en_NZ
aut.researcherNaylor, Michael
dc.contributor.authorKeshkar, Sen_NZ
dc.contributor.authorLawrence, Ien_NZ
dc.contributor.authorDodds, Men_NZ
dc.contributor.authorMorris, Een_NZ
dc.contributor.authorMahoney, Ten_NZ
dc.contributor.authorAddesa, Fen_NZ
dc.contributor.authorHedlund, Den_NZ
dc.contributor.authorDickson, Gen_NZ
dc.contributor.authorGhasemi, Hen_NZ
dc.contributor.authorFaruq, Aen_NZ
dc.contributor.authorNaylor, Men_NZ
dc.contributor.authorSantomier, Jen_NZ
dc.date.accessioned2019-07-19T03:56:20Z
dc.date.available2019-07-19T03:56:20Z
dc.date.copyright2018-12-01en_NZ
dc.date.issued2018-12-01en_NZ
dc.description.abstractNowadays 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.
dc.identifier.citationThe Role of Culture in Sports Sponsorship: an Update. Annals of Applied Sport Science. 2019; 7 (1): 57-81
dc.identifier.doi10.29252/aassjournal.7.1.57
dc.identifier.issn2476-4981en_NZ
dc.identifier.issn2322-4479en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/12679
dc.publisherIranian Association of Phisical Education and Sport Science
dc.relation.urihttp://aassjournal.com/article-1-704-en.htmlen_NZ
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License, which allows users to read, copy, distribute and make derivative works for non-commercial purposes from the material, as long as the author of the original work is cited properly.
dc.rights.accessrightsOpenAccessen_NZ
dc.subjectSports; Sponsorship; Culture; Society; Social Norms; Social Values; Organizational Culture; Advertisement; Symbols; Religion; Media; Sponsors; Brand Image; Athlete; Social Image; Sexuality; Digital Transformation
dc.titleThe Role of Culture in Sports Sponsorship: An Updateen_NZ
dc.typeJournal Article
pubs.elements-id348574
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Health & Environmental Science
pubs.organisational-data/AUT/Health & Environmental Science/Sports & Recreation
pubs.organisational-data/AUT/Health & Environmental Science/SPRINZ
pubs.organisational-data/AUT/PBRF
pubs.organisational-data/AUT/PBRF/PBRF Health and Environmental Sciences
pubs.organisational-data/AUT/PBRF/PBRF Health and Environmental Sciences/HS Sports & Recreation 2018 PBRF
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