المحترف
Volume 10, Numéro 2, Pages 809-831
2023-06-15
Sports Sponsorship And The Transcription Of The Brand's Values
Authors : Berkoune Kahina .
Abstract
Sponsorship is considered a crucial means of communication. It is a mutually beneficial partnership between a sponsored entity and the sponsor, it is considered as a means of communication that allows linking a brand, product or service with an event or an activity attractive to a given public, in order to achieve communication objectives. The objective of our research is to understand the integration of sports sponsorship in the communication strategy of the IFRI company in order to improve its brand image. We choose the qualitative method in order to describe and analyze the impact of sports sponsorship on the brand image of the IFRI company. The results of the research showed that the choice of sports sponsorship is in line with the positioning of IFRI as a suitable brand design.
Keywords
Sports sponsorship ; Targeting ; The brand ; Promotional actions ; Sports event
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