Brand Sponsorship and Social Media. Coca Cola and Carlsberg Illustrated with an Example of the European Football Championship 2016
Purpose of the article: Presentation of the issue of brand sponsorship of events in the light of the use of social media for the purposes of brand management in the customer-based brand equity paradigm. Methodology/methods: Two brands (CocaCola and Carlsberg) which were the official sponsors of a s...
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| Format: | Article |
| Language: | ces |
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Faculty of Business and Management
2017-06-01
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| Series: | Trendy Ekonomiky a Managementu |
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| Online Access: | https://trends.fbm.vutbr.cz/index.php/trends/article/view/386 |