Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity

The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema The...

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Bibliographic Details
Main Authors: Mariana Guará Rocha Coelho, João Guilherme Barbosa de Amorim, Victor Manoel Cunha de Almeida
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2019-04-01
Series:BAR: Brazilian Administration Review
Subjects:
Online Access:http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdf