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| Author: | Akaoui, J. |
| Title: | Brand experience on the pitch: how the sponsors fared in the world cup |
| Journal: | Journal of Advertising Research
2007 : VOL. 47:2, 147-157 |
| Index terms: | brands sponsorship |
| Freeterms: | World Cup |
| Language: | eng |
| Abstract: | In the context of the FIFA 2006 World Cup this paper describes how a variant of the MCA research methodology was applied to interview a sample of 10,000 urban young adult respondents. The purpose was to understand to what extent sponsoring the World Cup helps brands better connect with consumers and whether sponsoring contacts are more influential than others. |
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