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Lifestyle Sponsorship 2005

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Stephen Dann
Stephen Dann

This document discusses lifestyle sponsorships and how organizations can respond to breaches of lifestyle rules by sponsored players. It proposes a 4-step process: 1) Assess the breach's impact, 2) Reaffirm the sponsorship's purpose, 3) Use the mismatch caused by the breach to continue the sponsorship, 4) Have the offending player endorse the lifestyle message again. The key assumptions are that lifestyle sponsorships aim to solve social problems, players must follow sponsor rules, and breaches can be addressed through the sponsor's messaging. Effectively addressing a breach frames it as an opportunity to reinforce the sponsorship rather than a loss.

Economia e finançasEducação
1 de 18
Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss? Dr Stephen Dann (QUT) Dr Susan Dann (National Seniors)
Frameworks ,[object Object],[object Object],[object Object],[object Object],[object Object]
Gwinner (1997) framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Lifestyle Sponsorship ,[object Object],[object Object],[object Object],[object Object],[object Object]
Features of Lifestyle sponsorships ,[object Object],[object Object],[object Object]
Problems with Lifestyle Sponsorships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The TAC Case Study: Lifestyle in Breach ,[object Object],[object Object]
TAC Case
TAC Sponsorship ,[object Object],[object Object],[object Object],[object Object]
Social Issue at stake ,[object Object],[object Object]
Schema Congruity ,[object Object],[object Object],[object Object]
Three Assumptions ,[object Object],[object Object],[object Object]
Four steps to resolution ,[object Object],[object Object],[object Object],[object Object]
Step 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2 ,[object Object],[object Object],[object Object],[object Object]
Step 3 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object]

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