Sökning: "Wiktor Jansson"

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  1. 1. Sponsorship - Attitudinal Effects of Sponsorship

    Kandidat-uppsats, IHH, Företagsekonomi

    Författare :Wiktor Jansson; Ilja Johansson; Ali Mehrnoosh; [2009]
    Nyckelord :attitude change; brand attitude; brand image; brand recall; cognitive consistency; experiment; mere exposure effect; sport sponsorship; Brynäs IF; HV71; Stora Enso.;

    Sammanfattning : Purpose: To investigate how attitudes of hockey supporters change towards a sponsoring company depending on fan type and team commitment. Background: Sponsorship has become a widely accepted and used as a communication tool. In Sweden, sponsoring is a large part of all advertising conducted in the country. LÄS MER