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The Impact of title sponsorship on customer-based brand equity: an evaluation of seasonal soccer tournaments in South Africa
Sports sponsorship has become an integral brand building tool as brands wrangle to be differentiated and to create loyal customers. Sponsorship is seen as impactful as it brings brands closer to consumers through a passion point and by borrowing equity of the sponsored property. As the sponsorship m...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2020
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