haku: @author Madrigal, R. / yhteensä: 2
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| Tekijä: | Madrigal, R. |
| Otsikko: | Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship |
| Lehti: | Psychology & Marketing
2001 : FEB, VOL. 18:2, p. 145-165 |
| Asiasana: | SPONSORSHIP IMAGE PROCESSING ATTITUDES COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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