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| Tekijä: | Crompton, J.L. |
| Otsikko: | Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport |
| Lehti: | Leisure Studies
2004 : JUL, VOL. 23:3, p. 267-281 |
| Asiasana: | Communication Effectiveness Measurement Sponsorship Sports industry |
| Kieli: | eng |
| Tiivistelmä: | This paper develops a model that integrates the communication and product adoption processes and uses it to evaluate the effectiveness of alternate measures of sponsorship. The further through the communication process an evaluation takes place, the stronger is the evidence of a sponsorship's contribution to increasing sales. The most frequently used sponsorship measure is media equivalency values. These frequently inflate the real value of media coverage. |
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