haku: @author THompson, P. / yhteensä: 18
viite: 7 / 18
Tekijä: | Speed, R. THompson, P. |
Otsikko: | Determinants of sports sponsorship response |
Lehti: | Journal of the Academy of Marketing Science
2000 : SPRING, VOL. 28:2, p. 226-238 |
Asiasana: | MARKETING SPONSORSHIP SPORTS INDUSTRY |
Kieli: | eng |
Tiivistelmä: | 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. |
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