The impact of event sponsorship on Portuguese children's brand image and purchase intentions: The moderator effects of product involvement and brand familiarity

The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent.

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...

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