What should sponsors look out for? : a study on brand equity, message strategy and product benefits on brand attitude.

• Main Authors: Tan, Angelyn Jia Li., He, Aizhen., Low, Daphne Lin Li.
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51300
• Institution: Nanyang Technological University

Sponsorships have become increasingly important and prevalent in the field of marketing. Studies have generally focused on the level of fit between sponsors and events/causes and have largely concluded that congruent sponsorships result in favourable outcomes. However, this view may defeat the funda...