Parrainage sportif des banques françaises: Une approche par la congruence

Odile Chanut, Dominique Bonet Fernandez and François Durant

No 2014-215, Working Papers from Department of Research, Ipag Business School

Abstract: In a competitive environment, banks carefully develop communication policies, particularly institutional, with the main objective to provide content in terms of brand image. A tool is the sports sponsorship, a means of communication relevant

Keywords: Sponsoring; bank; sport; congruence. (search for similar items in EconPapers)
Pages: 17 pages
Date: 2014-01-01
New Economics Papers: this item is included in nep-mkt and nep-spo
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Working Paper: Parrainage sportif des banques françaises: Une approche par la congruence (2013)
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