A Study of the Effectiveness of Marathon Sponsorship : as an Enabler of Brand Extension

ISBN-13: 9783659779718 / Angielski / Miękka / 2018 / 104 str.

Yuan Zhou

Opis

A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival; however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions?

O autorze

Zhou, Yuan
Yuan Zhou - degree Master of Technology Marketing in the Faculty of Business at the Cape Peninsula University of Technology, Cape Town.