The role of brand knowledge in determining sponsorship effectiveness
Year of publication: |
2013
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Authors: | Donlan, Leah Kathleen |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 19.2013, 2, p. 241-264
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Subject: | sponsorship | effectiveness | brand associations | brand equity | brand knowledge | Sponsoring | Sponsorship | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Markenartikel | Brand |
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