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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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2016
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| Texto completo: | http://hdl.handle.net/10071/11108 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/11108 |