The Effect of Sport Sponsoring: The Influence of Category Fit, Brand Familiarity, Fan Factor and Game Performance
碩士 === 國立臺灣大學 === 商學研究所 === 99 === During recent years, corporations are placing more importance on sports marketing by sponsoring sport events. Previous studies show that corporations can improve brand awareness, brand attitude and corporation image to influence consumers purchase intentions thro...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/18266998488116838405 |