The impact of sponsorship articulation on image transfer

Purpose This thesis validates image transfer in sponsorships and explores the consequences of articulation on brand-event image transfer. Design/methodology/approach A between-group experiment was conducted (N=164) using a 3-level factor (a neutral condition, a sponsorship condition, and an articula...

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Bibliographic Details
Main Author: Massoudi, Jamila El Massoudi (author)
Format: masterThesis
Language:eng
Published: 2016
Subjects:
Sponsorship
Business administration
Brand event
Online Access:http://hdl.handle.net/10071/11108
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/11108

Internet

http://hdl.handle.net/10071/11108

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