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dc.contributor.authorCruz-Donayre, Xiomara
dc.contributor.authorGallardo-Echenique, Eliana
dc.date.accessioned2021-05-13T13:08:36Z
dc.date.available2021-05-13T13:08:36Z
dc.date.issued2021-01-01
dc.identifier.issn21903018
dc.identifier.doi10.1007/978-981-33-4183-8_60
dc.identifier.urihttp://hdl.handle.net/10757/655961
dc.description.abstractBrands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.en_US
dc.language.isoengen_US
dc.publisherSpringer Science and Business Media Deutschland GmbHen_US
dc.relation.urlhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85103436923&doi=10.1007%2f978-981-33-4183-8_60&origin=inward&txGid=1a75da00fac7e22a4c5ef8cee02588baen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectBranden_US
dc.subjectLovemarken_US
dc.subjectPeruvian footballen_US
dc.subjectSponsorshipen_US
dc.subjectSports marketingen_US
dc.titleUnderstanding a Lovemark Brand Through the Sponsorship of the Peru National Football Teamen_US
dc.typeinfo:eu-repo/semantics/articleen_US
dc.identifier.eissn21903026
dc.identifier.journalSmart Innovation, Systems and Technologiesen_US
dc.identifier.eid2-s2.0-85103436923
dc.identifier.scopusidSCOPUS_ID:85103436923
dc.source.journaltitleSmart Innovation, Systems and Technologies
dc.source.volume205
dc.source.beginpage749
dc.source.endpage758


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