Impact of Sponsorship on Consumer Brand Perception
Mira, Lukas
Sponsorship has developed quickly over the past few years and is playing a more and more important role in the corporate marketing mix. However, despite this dramatic increase in worldwide sponsorship investments, surprisingly little is known about the impact of sponsorship on consumer brand perception.
This book looks at the branding impact of sponsorship in two ways. Firstly, a comprehensive overview of current academic thinking is provided...