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Die Werbewirkung von Sportsponsoring (German, Paperback, 2006 ed.): Prof Dr Andrea Groeppel-Klein Die Werbewirkung von Sportsponsoring (German, Paperback, 2006 ed.)
Prof Dr Andrea Groeppel-Klein; Thade Dudzik
R1,939 Discovery Miles 19 390
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Thade Dudzik zeigt, dass Sponsoring fur einen zusatzlichen positiven Imageeffekt sorgen kann. Hierbei ist allerdings nicht die Popularitat des Sponsorships entscheidend, sondern die ex ante bestehende Verbindung zwischen Marke und Sport. Fehlt eine Verbindung, dann bleibt die Wirkung im besten Falle aus, das Sponsoring kann sich aber auch negativ niederschlagen."

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