Integration and shared value

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Chapter 9 in Concise Introduction to Sport Marketing, 2023, pp 148-163 from Edward Elgar Publishing

Abstract: The chapter titled “Integration and shared value” begins with a model of building shared value in sport marketing. Building activities such as joint promotion, dual branding, and co-branding as well as consumer co-creation are reviewed with examples. Activities and actions that detract from brand equity are also discussed. Attention is paid to shared brand equity and how it is built. Important to this discussion is the long-term nature of sport relationships in building shared brand equity.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2023
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