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Introduction The first chapter will have a short introduction towards the background of the theory that is highlighted and discussed in this Thesis.
This thesis provides descriptive evidence of the relationship marketing orientation on customer; sponsorship loyalty.For the management of Heracles Almelo this report is an advice and provides an overview of the positions of existing sponsors based on their loyalty level. Besides this model that has been used to test the theoretical framework, several factors were added in order to identify the sponsors loyalty and demographic variables.Methodology: The Methodology that has been used for this study are depth-interviews. Fifteen sponsors of Heracles Almelo were approached for a depth interview.Indeed, professional sports would not be possible without the money generated from Sponsorship deals these days.For Heracles Almelo it is important to retain their existing Sponsors.