search query: @author Dalakas, V. / total: 2
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| Author: | Dalakas, V. Kropp, F. |
| Title: | Attitudes of youth toward purchasing from sponsors: A cross-cultural perspective |
| Journal: | Journal of Euromarketing
2002 : VOL. 12:1, p. 19-39 |
| Index terms: | Consumer behaviour Attitudes Sponsorship Sports industry Leisure industry International Greece Europe Asia USA |
| Language: | eng |
| Abstract: | This study evaluates consumer attitudes toward sports sponsorships in Southern Europe (Greece), North America (USA), and East Asia (Korea), by examining team identification and attitudes toward buying from sponsors. North Americans have the most positive attitudes toward buying from sponsors. Fans that are highly identified with a specific sports team have the most favourable attitudes toward buying from sponsors, independent of country of origin. Americans have a stronger degree of team identification than Greeks and Koreans. |
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