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Title: An investigation into the residual effects of a change in sponsorship of a sports event on consumer perceptions of, and attitudes towards the original sponsor and the event itself
Authors: Cochetel, Fabrice
Keywords: Sports--South Africa--Marketing;Sports sponsorship--South Africa;Consumer behavior--South Africa;Brand loyalty--South Africa;Advertising--Brand name products--South Africa;Surfing--South Africa;Management--Dissertations, Academic
Issue Date: 2007
Abstract: This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change.
Description: Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xiv, 129 [19] leaves
Appears in Collections:Theses and dissertations (Management Sciences)

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