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Effectiveness of the sports sponsorship image transfer: an experimental application

โœ Scribed by Raquel Barreda-Tarrazona

Book ID
107626489
Publisher
Springer-Verlag
Year
2010
Tongue
English
Weight
56 KB
Volume
8
Category
Article
ISSN
1865-1984

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โœ Stephen R. McDaniel ๐Ÿ“‚ Article ๐Ÿ“… 1999 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 231 KB ๐Ÿ‘ 2 views

Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in