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

Published in:	BAR: Brazilian Administration Review
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
Subjects:	sports marketing sports sponsorship mega-events reputation brand equity
Online Access:	http://www.scielo.br/pdf/bar/v16n1/1807-7692-bar-16-01-e180071.pdf