Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands
Data(s) |
2014
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Resumo |
A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sponsors across time. Measurements at five timepoints showed fans’ attitudes were more positive toward their favored-team sponsors, but that attitudes improved across time toward both favored-team sponsors and opposing-team sponsors. This occurred regardless of intensity of fan identification. |
Identificador | |
Publicador |
Association for Consumer Research |
Relação |
http://www.acrwebsite.org/volumes/1017721/volumes/v42/NA-42 Mahar, Chris & Weeks, Clinton S. (2014) Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands. Advances in Consumer Research, 42, p. 817. |
Direitos |
Copyright 2014 The Association for Consumer Research |
Fonte |
QUT Business School |
Tipo |
Journal Article |