Specifically I will be examining the impact of event sponsorship on brand image looking at 1 music event and 1 sporting event. Ideally I need to choose events that are equivalent in terms of attendee profile, image etc. As such I would like literature that speaks to equivalence and how objects are treated when there isn't equivalence.
Look at papers about congruence in sponsorship or brand extensions
Hi Christophe thanks so much for responding. I have reviewed some of the congruence literature but am yet to come across anything that deals with equivalence. Is there a particular author or paper you can suggest? Thanks again
Hi Tricia,
Why not conducting several pretests to ensure the equivalence of possible events? Hence, you could ensure that study participants perceive the events as equivalent concerning factors like event image etc.
Regards,
Thomas
Hi Thomas that's a fantastic idea. Wish I could give you two votes.
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