Original paper
Are Brands Wasting Money On Sport Sponsorships?
Abstract
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct...
Paper Details
Title
Are Brands Wasting Money On Sport Sponsorships?
Published Date
Dec 28, 2020
Volume
61
Issue
2
Pages
192 - 211
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Notes
History