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Esports sponsorship effectiveness on brand awareness and brand image

Competitive computer gaming (eSports) has emerged as an important aspect of virtual-world consumption. The primary motivation of this paper is to investigate the impact and effectiveness eSports sponsorship has on a brand. Author keywords: eSports, sponsorship, brand Image, brand awareness, streaming, digital

Disciplines:

Business / Management / Conflict Resolution

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More about this material

Material Type:: Open (Access) Journal-Article
Date Added to MERLOT:: November 18, 2020
Date Modified in MERLOT:: November 18, 2020
Author:: Unknown (Know the author?)
Submitter:: Dr. Effua Ampadu-Moss

Primary Audience:: High School, College General Ed, College Lower Division, College Upper Division, Graduate School, Professional
Technical Format:: Website
Mobile Compatibility:: Not specified at this time
Language:: English
Cost Involved:: Unknown
Source Code Available:: Unknown
Accessibility Information Available:: Unknown
Creative Commons:: Unknown