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Le istituzioni finanziarie brasiliane e lo sport by Daniel Pereira Scombati

Le istituzioni finanziarie brasiliane e lo sport

by Daniel Pereira Scombati
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Book cover type: Paperback
  • ISBN13: 9786206811145
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 80
  • Original Price: GBP 43.41
  • Language: Italian
  • Edition: N/A
  • Item Weight: 118 grams
  • BISAC Subject(s): General

Lo sport � sinonimo di salute, superamento dei propri limiti, qualit� della vita, spirito di squadra, correttezza, onest� e altre qualit� ammirate, oltre naturalmente a suscitare direttamente la passione degli appassionati. Per questo motivo, gli istituti finanziari brasiliani investono milioni di real in sponsorizzazioni sportive con l'obiettivo di migliorare la propria notoriet� e la conoscenza del marchio. Per questo motivo, il presente studio mira a comprendere, attraverso un'analisi bibliografica, documentale e una ricerca quantitativa, se la sponsorizzazione sportiva pu� aggiungere valori considerati positivi al brand equity delle istituzioni finanziarie brasiliane. Per raggiungere l'obiettivo sono state utilizzate le teorie della sponsorizzazione sportiva e del brand equity, concentrandosi sull'approccio nel settore sportivo. � stata utilizzata la metodologia quantitativa descrittiva, attraverso la modellizzazione di equazioni strutturate, ottenendo risultati che hanno confermato le ipotesi del lavoro: che il patrocinio sportivo credibile influenza positivamente i componenti del brand equity delle istituzioni finanziarie brasiliane.

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