The Effect of Sponsor’s Brand on Consumer–Brand Relationship in Sport Sponsorship
This study examines the impact of brand awareness, image, and perceived quality on the consumer–brand relationship by using survey data collected from 560 sports fans to compare their attitudes towards a corporate sponsor prior to and following the 2018 FIFA World Cup Russia soccer event. The study...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
People & Global Business Association (P&GBA)
2019-03-01
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| Series: | Global Business and Finance Review |
| Subjects: | |
| Online Access: | http://www.gbfrjournal.org/pds/journal/thesis/20190412161925-5NLPE.pdf |