𝔖 Bobbio Scriptorium
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THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS

✍ Scribed by Rodgers, Shelly

Book ID
127022798
Publisher
M. E. Sharpe Inc.
Year
2003
Tongue
English
Weight
189 KB
Volume
32
Category
Article
ISSN
0091-3367

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## Abstract Research into consumer responses to event sponsorships has grown in recent years. However, the effects of consumer knowledge on sponsorship response have received little consideration. Consumers' event knowledge is examined to determine whether experts and novices differ in information