Demographic differences on sponsorship effectiveness of SEA Games 2015

• Main Author: Chua, Woon Yang
• Other Authors: Leng Ho Keat
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Business::Marketing::Communication
• Online Access: http://hdl.handle.net/10356/66537
• Institution: Nanyang Technological University

The aim of the study is to identify demographic differences in brand recall and purchase intentions of SEA Games 2015 sponsors. This serves as a basis for potential sponsors to understand if their sponsorship will be more effective if their target audience belongs to a particular gender or age group...