Document Type : Research Paper
Author
Abstract
There has been a significant development in sponsoring role in marketing activities of the various organizations and companies. One of the most important goals of sponsorship is its impact on the loyalty of related people to what has been sponsored.. Sport sponsorship is one of the most popular areas of sponsorship due to the growth of the media coverage in this field, and a very large number of people who are involved in these tournaments. The aim of this study was to investigate the relationship between Bank sponsorship and its customer loyalty. In this study, the branches of City Bank in Tehran (2012) were studied. the desired sample included 167 people.. Findings of the study confirmed all hypotheses (relationship between dignity structures of event, congruence between sponsor and sponsored property, personal interest in the events, the attitude towards sponsor, honesty of sponsor, the permanent presence of sponsor with customer loyalty toward Bank ).
Keywords
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