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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...

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Bibliographic Details
Main Author:	Lees, Samuel Robert
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2008
Subjects:	Formula 1 brand visibility brand awareness
Online Access:	https://eprints.nottingham.ac.uk/22006/

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