Effectiveness of Bank Sponsorship: The case of Greece.

Ventura – Neokosmidi, Z., Theofilou, A., Neokosmidis, I. and Theodorou, A., 2006. Effectiveness of Bank Sponsorship: The case of Greece. In: European Applied Business Conference, 2006, Florence, Italy.

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Abstract

Despite the increase of the amounts invested on sponsorship worldwide, the research undertaken in order to evaluate sponsorship effectiveness on consumer perception is insufficient. This study examines the answers given from a sample of 112 high educated young people who live in Greece and have been exposed to sponsorship activities undertaken by the six larger Banks of Greece. The analysis reached interesting conclusions concerning the way Greek consumers understand the concept of bank sponsorship.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Sponsorship, Greek Banks, Effectiveness, Public Relations, Measurement
Subjects:Social Sciences > Communication, Cultural and Media Studies
Technology > Business, Management and Marketing
Social Sciences > Commerce
Group:Media School
ID Code:14560
Deposited By:Dr Anastasios (Tasos) Theofilou
Deposited On:18 May 2010 20:26
Last Modified:07 Mar 2013 15:28

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