Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2004
The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: To explain the brand image change, we introduce the concept of sponsor … methodological point of view, we use the Keller (1993) brand image measure, that is to say, the set of brand associations. The effect …