Music sponsorship : evaluating the effect of sponsors in portuguese music festivals on brand valuations and purchase intention : examining the moderating role of naming sponsorships

Purpose – Sponsorships are an increasingly important asset for brands, providing opportunities for consumer­brand relationships. Although there is plenty of research regarding sponsorships, there is a gap in literature in what concerns music festivals, as well as the impact of sponsorships on purcha...

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Detalhes bibliográficos
Autor principal: Negrão, Mariana Beatriz Carvalhais Cabral de Oliveira (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
Sponsorship
Brand image
Brand loyalty
Purchase intention
Music festivals in Portugal
Patrocínio
Imagem de marca
Lealdade à marca
Intenção de compra
Festivais de música em Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/38099
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/38099

Texto Completo

http://hdl.handle.net/10400.14/38099

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