Sponsoring Esports to Improve Brand Image
This research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house
2020-12-01
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| Series: | Scientific Annals of Economics and Business |
| Subjects: | |
| Online Access: | http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1500 |