Browsing Research Publications (Management Sciences) by Subject "Residual awareness"
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Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor (Journal of marketing communicationshttp://dx.doi.org/10.1080/13527260600630450, 2006)This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings ...