Attention and brand recall in swimming events: an eye tracker study

• Main Author: Sum, De Hui Stanley
• Other Authors: Leng Ho Keat
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Business::Marketing::Management
• Online Access: http://hdl.handle.net/10356/66436
• Institution: Nanyang Technological University

Over the years, sports sponsorship has evolved dynamically to become a worldwide marketing communication platform. With the proliferation of sports sponsorship spending, the assessment of sponsorship performance has become a focal point. Previous studies tend to focus on sports events of long durati...