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Marketing communications

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dc.contributor.author Beyrouti, Nouri
dc.date.accessioned 2016-05-20T10:05:41Z
dc.date.available 2016-05-20T10:05:41Z
dc.date.copyright 2010 en_US
dc.identifier.issn 1548-1859 en_US
dc.identifier.uri http://hdl.handle.net/10725/3861
dc.description.abstract Sponsorship has become increasingly popular - within companies that operate in consumer markets. Many sponsors aim to achieve favorable publicity by increasing public awareness of their connections with sports, the arts, and other social activities. Sponsorship has the potential to contribute to product awareness in a variety of ways in order to create exposure for the product or service and to develop and promote brand awareness. This paper extends that line of argument through the development of a conceptual model of the sponsorship - competitive advantage relationship. In particular, it argues that two levels of competitive advantage need to be considered, namely the competitive advantage of the sponsorship and competitive advantage in the market. Critical to attaining an advantage in the competitive world of sponsorship is the deployment of a range of organizational resources to support the sponsorship investment. A series of research propositions are advanced showing the relative importance of different organizational resources. Effectively resourced sponsorships generate a competitive advantage in the "market" for sponsorships, which in turns leads to competitive advantage and superior performance in product markets. The implications for research and practice are discussed and conclusions are drawn. en_US
dc.language.iso en en_US
dc.title Marketing communications en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle sponsorship-linked marketing strategy and competitive advantage en_US
dc.author.school SOB en_US
dc.author.idnumber 199129150 en_US
dc.author.department Department of Hospitality Management and Marketing (HMKT) en_US
dc.description.embargo N/A en_US
dc.relation.journal Business Journal for Entrepreneurs en_US
dc.journal.volume 2010 en_US
dc.journal.issue 4 en_US
dc.article.pages 16-34 en_US
dc.identifier.ctation Beyrouti, N. (2010). Marketing Communications: Sponsorship-Linked Marketing Strategy and Competitive Advantage. Business Journal for Entrepreneurs, 2010(4). en_US
dc.author.email nbeyruti@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url http://web.a.ebscohost.com/abstract?site=ehost&scope=site&jrnl=15481859&AN=58514690&h=YtWlaumvhPlg78wUcXVRdZUG8lHCLJl9T4D2r2Kl2YmabJCU%2b%2forcpMnVMCA1oOXxZhzUVzuGIqljgnLLfdJcQ%3d%3d&crl=c&resultLocal=ErrCrlNoResults&resultNs=Ehost&crlhashurl=login.aspx%3fdirect%3dtrue%26profile%3dehost%26scope%3dsite%26authtype%3dcrawler%26jrnl%3d15481859%26AN%3d58514690 en_US
dc.orcid.id https://orcid.org/0000-0001-7857-5849 en_US


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