Are rival team fans a curse for home team sponsors? : the moderating effects of fit, oppositional loyalty, and league sponsoring
Erik L. Olson
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Olson, Erik L. |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 29.2018, 1, p. 115-122
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| Subject: | Sport sponsoring | League sponsoring | Rivalry effects | Fit | Oppositional loyalty | Profisport | Professional sports | Arbeitsgruppe | Team | Sponsoring | Sponsorship | Fußball | Football | Sportmarketing | Sports marketing | Sportorganisation | Sport organization | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Wettbewerb | Competition |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-017-9441-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011820361