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About Building Brands Through Event Sponsorships
This document summarizes a dissertation on using event sponsorships to build brand equity. The dissertation examines how sponsoring events can provide audiences with vivid brand experiences that enhance brand awareness and perceptions. Through case studies of sponsorships of the Freestyle.ch event series and a large-scale survey of sponsors at the FIS Alpine World Ski Championships, the dissertation evaluates the impact of different on-site branding techniques on brand recall, attitudes, and equity. The research finds that interactive experiences like product sampling most strongly influence brand perceptions, while more passive presences may only boost awareness. The dissertation concludes that crafting authentic brand presences tailored for event audiences is key to building equity through event sponsorships.
Detailed Information
| Author: | ['dorinaandreea'] |
|---|---|
| Publication Year: | 2014 |
| Pages: | 261 |
| Language: | English |
| Format: | |
| Price: | FREE |
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