Consumers' perceived functions of and attitude towards corporate sponsors of small-scale amateur sporting events

• Main Author: Low, Bernice Xiao Ting
• Other Authors: Pyun Do Young
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/59156
• Institution: Nanyang Technological University

Aspiring to become a sporting nation, one recommendation from Singapore’s Vision 2030 is to develop a sustainable resourcing model, by encouraging more corporate companies to sponsor sporting events. This research aimed to identify the perceived functions of corporate sponsors, which influenced cons...