Publicação
The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Agante, Luísa | |
| dc.contributor.author | Simões, Isabel Pereira Vieira | |
| dc.date.accessioned | 2016-05-25T12:57:31Z | |
| dc.date.available | 2016-05-25T12:57:31Z | |
| dc.date.issued | 2013-01 | |
| dc.date.submitted | 2013-01 | |
| dc.description | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | en |
| dc.description.abstract | The objective of this study is to understand the influence of event sponsorship on children and their capability to fully understand its persuasive intent. Despite the wide range of studies on the effects of sponsorship on adults, our research aims at studying its effects on a new target, children between 7 and 11 years old. We analyzed effects on the sponsor’s brand image and on the purchase intentions, and studied the mediator effects of product involvement and brand familiarity. A structured questionnaire was completed by a sample of 334 children on the defined age range. Findings suggest that sponsorship can influence children’s image of the advertised brand and their purchase intentions, especially in the case of non-familiar brands. Moreover results show that the majority of children do not recognize sponsorship’s persuasive intent, and therefore our research has important managerial contributions as well as recommendations for legislators. | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/17573 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Events | pt_PT |
| dc.subject | Sponsorship | pt_PT |
| dc.subject | Children | pt_PT |
| dc.subject | Product involvement | pt_PT |
| dc.subject | Brand familiarity | pt_PT |
| dc.title | The impact of event sponsorship on children’s brand image and purchase intentions: the mediator effects of product involvement and brand familiarity | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão | pt_PT |