An Investigation of the Relationship between Sponsorship and Brand Equity - A Study Exploring Sport Sponsorship in General and the Influence of Consumer Involvement
Sponsorship of major sporting events has become an increasingly popular tool for companies to expose their brands to a large audience. However, little research investigates the effectiveness and impact of this marketing tool on various aspects of the brand. This study aims to understand the relation...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2014
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| Online Access: | https://eprints.nottingham.ac.uk/27582/ |