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 groups of con...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2016-12-01
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| Series: | Physical Culture and Sport: Studies and Research |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/pcssr-2016-0026 |