search query: @author Speed, R. / total: 4
reference: 3 / 4
| Author: | Speed, R. THompson, P. |
| Title: | Determinants of sports sponsorship response |
| Journal: | Journal of the Academy of Marketing Science
2000 : SPRING, VOL. 28:2, p. 226-238 |
| Index terms: | MARKETING SPONSORSHIP SPORTS INDUSTRY |
| Language: | eng |
| Abstract: | Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers' attitudes about a sports' event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of a sponsorship response. |
SCIMA