Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?
The main aim of the study is to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors' and ambushers' brands. Computer-Assisted Personal Interviews were conducted on a representative sample of the Polish society (N = 1,000). On the basis of five gro...
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| Main Authors: | , |
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| Format: | Book |
| Published: |
Sciendo,
2016-12-01T00:00:00Z.
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| Subjects: | |
| Online Access: | Connect to this object online. |
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| Summary: | The main aim of the study is to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors' and ambushers' brands. Computer-Assisted Personal Interviews were conducted on a representative sample of the Polish society (N = 1,000). On the basis of five groups of consumers regarding involvement in the event, authors examined brand recognition, using Top of Mind Awareness (TOMA) tests of official sponsors and ambushers. |
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| Item Description: | 1899-4849 10.1515/pcssr-2016-0026 |