Event sponsorship and event marketing: brand and performance-related outcomes and the moderating effects of brand orientation and organisational innovativeness

In the present study, event sponsorship and event marketing are identified as two distinct event-related marketing communications tools. As a research field, sponsorship and event sponsorship has experienced continuous research interest for the last four decades. This in clear contrast to event mark...

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Bibliographic Details

Main Author:	Soeren Winkelmann
Format:	Default Thesis
Published:	2016
Subjects:	Other commerce, management, tourism and services not elsewhere classified Event sponsorship Event marketing Brand awareness Brand attitude Brand performance Financial performance Brand orientation Organisational innovativeness Structural equation modelling Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/21199
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