Sponsor Acknowledgement
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Antecedents and consequences of sponsor-stadium fit
Purpose – Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesised relationships. Design/methodology/approach – Data were collected from professional football spectators in a non-...
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a r t i c l e i n f o Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercial...
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