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スポーツイベント・スポンサーシップを通じたTelstra 向けマーケティング提案 : 効果階層の観点から
https://kyoritsu.repo.nii.ac.jp/records/2000048
https://kyoritsu.repo.nii.ac.jp/records/2000048e7cb3364-528b-4fd5-83b1-e0667691f061
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
紀要67_5tano.pdf (716 KB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 公開日 | 2024-02-19 | |||||||||||||
| タイトル | ||||||||||||||
| タイトル | Marketing Proposals through Sporting Event Sponsorship to Telstra from the Hierarchy of Effects Perspective | |||||||||||||
| 言語 | en | |||||||||||||
| タイトル | ||||||||||||||
| タイトル | スポーツイベント・スポンサーシップを通じたTelstra 向けマーケティング提案 : 効果階層の観点から | |||||||||||||
| 言語 | ja | |||||||||||||
| 言語 | ||||||||||||||
| 言語 | eng | |||||||||||||
| キーワード | ||||||||||||||
| 言語 | en | |||||||||||||
| 主題Scheme | Other | |||||||||||||
| 主題 | Telstra | |||||||||||||
| キーワード | ||||||||||||||
| 言語 | en | |||||||||||||
| 主題Scheme | Other | |||||||||||||
| 主題 | sporting event sponsorship | |||||||||||||
| キーワード | ||||||||||||||
| 言語 | en | |||||||||||||
| 主題Scheme | Other | |||||||||||||
| 主題 | hierarchy of effects model | |||||||||||||
| キーワード | ||||||||||||||
| 言語 | en | |||||||||||||
| 主題Scheme | Other | |||||||||||||
| 主題 | response process | |||||||||||||
| キーワード | ||||||||||||||
| 言語 | en | |||||||||||||
| 主題Scheme | Other | |||||||||||||
| 主題 | persuasion technique | |||||||||||||
| 資源タイプ | ||||||||||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||||||||||
| 資源タイプ | departmental bulletin paper | |||||||||||||
| 著者 |
田野, 恵
× 田野, 恵
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| 抄録 | ||||||||||||||
| 内容記述タイプ | Abstract | |||||||||||||
| 内容記述 | This study aims to develop theoretical and conceptual frameworks to evaluate the effectiveness of sporting event sponsorship from the hierarchy of effects perspective. The findings from comprehensive literature review present a guideline for designing successful sponsorship activities and contribute to rganizational practices. Organizations have been investing in various forms of sporting events; however, it is a controversial aspect in the literature whether sporting event sponsorship really persuades consumers to change their behaviours. In the Australian mobile telecommunication market, Telstra had established a strong market positioning and top of awareness, although they had experienced declining in brand equity between the 1990s and early 2000s. This paper explores how persuasion technique from response process works in terms of changing consumer behaviour and producing brand loyalty. Finally, to achieve the marketing objectives for Telstra, a strategic marketing campaign combined with sporting event sponsorship and message strategies is proposed. |
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| 言語 | en | |||||||||||||
| 書誌情報 |
ja : 紀要 en : Journal of Kyoritsu Women's Junior College 巻 67, p. 39-61, 発行日 2024-01 |
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