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| Tekijä: | D'Astous, A. Bitz, P. |
| Otsikko: | Consumer evaluations of sponsorship programmes |
| Lehti: | European Journal of Marketing
1995 : VOL. 29:12, p. 6-22 |
| Asiasana: | MARKETING CONSUMER ATTITUDES SPONSORSHIP |
| Kieli: | eng |
| Tiivistelmä: | The paper presents the results of a study of consumer reactions to various sponsorship programmes. The programmes differed in terms of four factors: the nature of the sponsorship, its origin, its frequency and the strength of the link between the entity or the event and the sponsor. The results show that philanthropic sponsorship has a more positive impact on corporate image than commercial sponsorship. Also, the link between the sponsor and the event has a non-linear effect on corporate image. |
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