Taking up an event: Brand image transfer during the FIFA World Cup
| Authors |
|
| Publication date |
2009
|
| Journal |
International Journal of Market Research
|
| Volume | Issue number |
51 | 5
|
| Pages (from-to) |
579-591
|
| Organisations |
-
Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
|
| Abstract |
A real-life study (N = 1299) into brand images during and after the 2006 FIFA World Cup football tournament showed that the event was a good platform for the creation of brand images through ‘take-up’ advertising in which the brand was associated with the event. Exposure level and involvement with the event had a positive effect on image transfer from event to brand. A measurement of brand images three months post-tournament showed that the positive effects had endured.
|
| Document type |
Article
|
| Published at |
https://doi.org/10.2501/S1470785309200839
|
|
Permalink to this page
|
Back
