Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity
The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema Theory (Axel...
সংরক্ষণ করুন:
| প্রধান লেখক: | , , |
|---|---|
| বিন্যাস: | Artigo |
| ভাষা: | Inglês |
| প্রকাশিত: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2019-04-01
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| মালা: | BAR: Brazilian Administration Review |
| বিষয়গুলি: | |
| অনলাইন ব্যবহার করুন: | http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdf |
| ট্যাগগুলো: |
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