Consumers' Responsiveness to Brand Partnerships: the Case of Trentino and Fc Bayern München - Jessica Romani - Books - AV Akademikerverlag - 9783639460582 - November 28, 2012
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Consumers' Responsiveness to Brand Partnerships: the Case of Trentino and Fc Bayern München

Jessica Romani

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Consumers' Responsiveness to Brand Partnerships: the Case of Trentino and Fc Bayern München

During the last decades destination branding has achieved more and more attention from DMOs, which attempt to exploit the benefits deriving from the combination between a strong brand, a good marketing and network management. That is why sponsorships grew in importance and complexity too, leading them to become real partnerships. Past research has demonstrated how sport-related advertisement is subject to more consumers? attention than any other forms; thus, over time, companies used more and more this medium. This meaningful increase in marketing partnerships motivated me to write my bachelor thesis on the case of the alpine destination Trentino and its partnership with FC Bayern München.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released November 28, 2012
ISBN13 9783639460582
Publishers AV Akademikerverlag
Pages 80
Dimensions 127 g
Language English