Sponsorship in sports marketing: The effects of sports sponsorship on football fans' sponsor awareness, exposure, attitude, perceived congruence, purchase intentions and simultaneous sponsorship with a rival club
Purpose: As football is a connection/loyalty-based sport, this study aimed to investigate the effects that a simultaneous sponsorship of two rival clubs has on the sponsor itself, as well as understand the reaction that team supporters display toward that situation. Another aim was to examine the ex...
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| Format: | masterThesis |
| Language: | eng |
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2020
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| Online Access: | http://hdl.handle.net/10071/19434 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/19434 |