Beyond brand exposure : measuring the sponsorship halo effect
Year of publication: |
2016
|
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Authors: | Vance, Lenny ; Raciti, Maria M. ; Lawley, Meredith |
Published in: |
Measuring business excellence : the journal of organizational performance management. - Bingley : Emerald Group Publ., ISSN 1368-3047, ZDB-ID 2038133-5. - Vol. 20.2016, 3, p. 1-14
|
Subject: | Sponsorship | Brand awareness | Goodwill | Portfolio evaluation | Halo effect | Sponsorship measurement | Sponsoring | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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