M. Woisetschläger, David; J. Haselhoff, Vanessa; … - In: European Journal of Marketing 48 (2014) 7/8, pp. 1487-1510
Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence...