| Author: | Madrigal, R. |
| Title: | Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship |
| Journal: | Psychology & Marketing
2001 : FEB, VOL. 18:2, p. 145-165 |
| Index terms: | SPONSORSHIP IMAGE PROCESSING ATTITUDES COMPANIES |
| Language: | eng |
| Abstract: | Increasingly have companies turned to sponsorship as a marketing communications vehicle in the hopes that the goodwill that consumers feel toward an event, cause, or sports team will rub off on their brands. This study tests a beliefs-attitude-intentions hierarchy in the context of the corporate sponsorship of a major university's sports teams. The direct and indirect effects of social identity with the university's teams on intentions to purchase products from a corporate sponsor are also considered. A random-digit dialing methodology was used to collect data from 368 individuals. |
SCIMA