Taking up an event: brand image transfer during the FIFA World Cup
Peter Neijens, Edith Smit and Marjolein Moorman
A real-life study (N = 1299) into brand images during and after the 2006 FIFA World Cup football tournament showed that the event was a good platform for the creation of brand images through ‘take-up’ advertising in which the brand was associated with the event.
Taking up an event: brand image transfer during the FIFA World Cup
Peter Neijens, Edith Smit and Marjolein Moorman Amsterdam School of Communications Research
INTRODUCTION
Sport has become a flourishing platform for marketing communications. Annual worldwide...
