The Effect of Controversy on Brand Visibility and Consumer Awareness in Formula One
There has been a degree of research conducted into the effect that controversy has on brand equity and consumer knowledge. This study aims to extend this knowledge by addressing whether the existence of indirect controversy on different types of consumers can benefit a sponsor by increasing visibili...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2008
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/22006/ |