Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity
The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema The...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2019-04-01
|
| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdf |