Levin, Aron M.; Beasley, Fred; Gamble, Tom - In: International Journal of Sports Marketing and Sponsorship 6 (2004) 1, pp. 7-17
Although brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has on sports fans' loyalty towards sponsoring brands. Comparing a sample of NASCAR fans to a sample of non-NASCAR fans,...