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- Tác giả: Tạ Thị Phúc Ngân
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 134 p.
- Tóm tắt: This thesis examines the factors influencing sponsors' brand image through esports team sponsorship, specifically focusing on Generation Z in Ho Chi Minh City. The study employs quantitative methods, including surveys and statistical analysis, to identify key factors such as the ubiquity of sponsors, sincerity of sponsors, attitude towards sponsors, team identification, and sponsorship fit. The findings reveal that these factors significantly impact the brand image of sponsors. Recommendations include ...
- Từ khóa: Esports Sponsorship; Brand Image; Generation Z; Sponsorship Fit
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