The impact of event sponsorship on Portuguese children’s brand image and purchase intentions: The moderator effects of product involvement and brand familiarity
Isabel Simões and Luisa Agante
NOVA School of Business and Economics, INOVA, Universidade Nova de Lisboa, Portugal
Introduction
Sponsorship is a global phenomenon in today’s world. In fact, since Kover’s claim that ‘it is almost impossible to find a public event that is not sponsored in some way’ (2001, p. 5), global sponsorship spending increased from $23.6 billion on 2001 to IEG estimates of $53.3 billion in 2013 (Meenaghan 2013). Even under the...