Esports sponsorship effectiveness on brand awareness and brand image
Authors
Chawki, Bouaoui
Issue Date
2016
Degree
MSc Marketing with Digital Media
Publisher
Dublin Business School
Rights holder
Rights
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Abstract
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