Review paper
An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union
Volume: 23, Issue: 4/5, Pages: 304 - 321
Published: Aug 18, 2014
Abstract
Purpose – The aim of this study is to evaluate rugby fans’ attitudes toward financial sponsorship, specifically event sponsorship and Dove Men+Care and its association with the Welsh Rugby Union. The study examines four issues: How do rugby fans perceive event sponsorship? How does such sponsorship affect consumption choices? Do fans engage in long-term relationships with the event’s sponsoring brand? Are relationships affected by the event...
Paper Details
Title
An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union
Published Date
Aug 18, 2014
Volume
23
Issue
4/5
Pages
304 - 321
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Notes
History