An Investigation into Consumer’s Event Identification and its Effects on Event-Brand Fit, Brand Identification and Sponsoring Brand Attitude

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === Commercial sponsorship aims to leverage the associations of a widely-noted event that has a glorious, unique and the corporate related image. Through sponsorships, companies gain the event participants’ preference towards their brands and products. The eff...

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Bibliographic Details
Main Authors: Hui-chun Kao, 高慧君
Other Authors: Shih-Tung Shu
Format: Others
Language:en_US
Published: 2011
Online Access:http://ndltd.ncl.edu.tw/handle/05953338045696918208