1. Motor Sport and Brand Image
... thesis sets out to investigate the effect of participation in motorsports on the image of a company. The focus in this investigation lies on the effect for companies that participate in Formula 1. The research looks at three different items that can influence the image: brand fit, brand involvement and popularity of the sport. Another factor investigates the moderating effect that the ... as a stepping stone to start investigating the effect of sports participation by a car brand in motor sports on the customer's brand perception. According to Renault executives, "the company's partici...
- Word Count: 9844
- Approx Pages: 39