An Investigation of the Relationship between Sponsorship and Brand Equity - A Study Exploring Sport Sponsorship in General and the Influence of Consumer Involvement

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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Bibliographic Details
Main Author: Stimpson, Jonathan
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2014
Online Access:https://eprints.nottingham.ac.uk/27582/

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