What should sponsors look out for? : a study on brand equity, message strategy and product benefits on brand attitude.
Sponsorships have become increasingly important and prevalent in the field of marketing. Studies have generally focused on the level of fit between sponsors and events/causes and have largely concluded that congruent sponsorships result in favourable outcomes. However, this view may defeat the funda...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/51300 |