Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/60530
Type of publication: master thesis
Field of Science: Vadyba / Management (S003)
Author(s): Ivaškevičiūtė, Justė
Supervisor: Pažėraitė, Aušra
Title: Consumer attitude based corporate co-branding in the context of sports sponsorship: Žalgiris Kaunas case
Other Title: Vartotojų požiūrio įtaka prekių ženklų derinimui sporto rėmimo kontekste: Kauno „Žalgirio“ atvejis
Extent: 66 p.
Date: 15-Jan-2019
Event: Vytauto Didžiojo universitetas. Ekonomikos ir vadybos fakultetas. Vadybos katedra
Keywords: Consumer attitude;Sports sponsorship;Co-branding;Vartotojų požiūris;Sporto rėmimas;Prekės ženklų derinimas
Abstract: The aim of the diploma paper is to develop consumer attitude based corporate co-branding model in the context of sports sponsorship with its practical application suggestions. The problem to be solved in order to reach the goal: how to develop consumer attitude based corporate co-branding in the context of sports sponsorship? In theoretical part of the thesis defines the concept of co-branding, its attributes and their influence for the objectives of co-branding. This part also includes the model of consumer attitude based corporate co-branding in the context of sports sponsorship, proposed by the author. The analytical part examines the case of Žalgiris Kaunas and the results of empirical research that were obtained from consumer opinion research and expert interviews. Finally, the consumer attitude based co-branding model for reaching new markets is verified and co-branding strategy for Žalgiris’ Kaunas and Dadu is presented with its practical applicability. With the reference to the insights from the literature review and empiric research, the recommendations for further application of the model are proposed.
Internet: https://hdl.handle.net/20.500.12259/60530
Appears in Collections:2019 m. (EVF mag.)

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