Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports

PurposeThe purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.Design/methodology/approachDrawing on an original combination of promotional outputs (YouT...

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Bibliographic Details
Published in:International journal of sports marketing & sponsorship 2020-11, Vol.21 (4), p.617-631
Main Author: Næss, Hans Erik
Format: Article
Language:English
Subjects:
Brand equity
Brand image
Brand loyalty
Case studies
Corporate sponsorship
False information
Legitimacy
Literature reviews
Social networks
Social responsibility
Sustainability
Tournaments & championships
Trends
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