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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Bibliographic Details
Main Author: Negrão, Mariana Beatriz Carvalhais Cabral de Oliveira (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
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
Online Access:http://hdl.handle.net/10400.14/38099
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/38099

Internet

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

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