Event sponsorship : an investigation of imagery strategies influencing goodwill in Gen Y

• Main Authors: Chai, Yi Rong, Eu, Sin Yi, Tan, Kelly Li Geok
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/51405
• Institution: Nanyang Technological University

Generation Y has increasingly been an important target market for numerous marketers. With the oversaturation of marketing messages on social media frequented by Generation Y, event sponsorship an unconventional marketing strategy, is essential in building long-term and highly emotional brand associ...