Taking up an event: Brand image transfer during the FIFA World Cup
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| Publication date | 2009 |
| Journal | International Journal of Market Research |
| Volume | Issue number | 51 | 5 |
| Pages (from-to) | 579-591 |
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| 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
(Final published version)
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