The impact of relationship quality on attitude toward a sponsor

Purpose - The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness.Design methodology approach - A model was developed to examine linka...

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Veröffentlicht in:	The Journal of business & industrial marketing 2011-10, Vol.26 (8), p.566-576
Hauptverfasser:	Kyoum Kim, Yu, Jae Ko, Yong, James, Jeffery
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Consumer behavior Consumers Corporate sponsorship Expenditures Hockey Hypotheses Identification Management theory Marketing R&D Research & development Research methodology Studies Teams
Online-Zugang:	Volltext
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