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Effect of Image Transmission in Sports Sponsorship in Chile

Effect of Image Transmission in Sports Sponsorship in Chile

Daniela Cecilia Hidalgo Carbone, Leandro Rodrigo Poblete Gutierrez, José Luis Vasquez Cerda, Steve Baeza
Copyright: © 2014 |Pages: 19
ISBN13: 9781466659940|ISBN10: 1466659947|EISBN13: 9781466659957
DOI: 10.4018/978-1-4666-5994-0.ch014
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MLA

Carbone, Daniela Cecilia Hidalgo, et al. "Effect of Image Transmission in Sports Sponsorship in Chile." Strategies in Sports Marketing: Technologies and Emerging Trends, edited by Manuel Alonso Dos Santos, IGI Global, 2014, pp. 219-237. https://doi.org/10.4018/978-1-4666-5994-0.ch014

APA

Carbone, D. C., Gutierrez, L. R., Cerda, J. L., & Baeza, S. (2014). Effect of Image Transmission in Sports Sponsorship in Chile. In M. Dos Santos (Ed.), Strategies in Sports Marketing: Technologies and Emerging Trends (pp. 219-237). IGI Global. https://doi.org/10.4018/978-1-4666-5994-0.ch014

Chicago

Carbone, Daniela Cecilia Hidalgo, et al. "Effect of Image Transmission in Sports Sponsorship in Chile." In Strategies in Sports Marketing: Technologies and Emerging Trends, edited by Manuel Alonso Dos Santos, 219-237. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-5994-0.ch014

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Abstract

This chapter firstly aims to introduce the notion of sports sponsorship and the effect it has on the commercialization of products and services with society and, more importantly, its use by companies to project a positive image associated with their brand and objectives. Secondly, the chapter explains the various measurement and evaluation tools available for efficacy transmission of image in sponsorship. It provides a process model for the implementation of the sport sponsorship model based on Irwin and Asimakopoulos (1992) and later adapted by Karg (2007). Finally, the chapter compares sports sponsorship investment in Chile with more advanced countries such as Spain and the United States and how companies allocate funding towards sports with the aim of increasing their brand in associated markets.

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