1. Motor Sport and Brand Image
... over the course of the event. Grohs et all (2004) explored this issue and found that event image had a significant influence on the post-event sponsor image. For this study, it means the following should be tested: H4b: A positive image of the sports event moderates the influences of brand involvement on the image of the brand According to Willins (2004) "sports like baseball and football are traditional, but racing among today's youth is catching fire ... , brand involvement, sport familiarity and image of the sport. The model illustrates the direct effects that brand fit, brand involve...
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