Browsing Číslo 28, ročník XI by Subject "Carlsberg"
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Brand Sponsorship and Social Media. Coca Cola and Carlsberg Illustrated with an Example of the European Football Championship 2016 (Vysoké učení technické v Brně, Fakulta podnikatelská, 2017-06)Purpose of the article: Presentation of the issue of brand sponsorship of events in the light of the use of social media for the purposes of brand management in the customer-based brand equity paradigm. Methodology/methods: ...