Event sponsorship : an investigation of imagery strategies influencing goodwill in Gen Y
Generation Y has increasingly been an important target market for numerous marketers. With the oversaturation of marketing messages on social media frequented by Generation Y, event sponsorship an unconventional marketing strategy, is essential in building long-term and highly emotional brand associ...
| 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/10356/51405 |