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...
Main Authors: | , |
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Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
2011
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Online Access: | http://ndltd.ncl.edu.tw/handle/05953338045696918208 |