Andreini, Daniela; Pedeliento, Giuseppe; Bergamaschi, Mara - In: Management Decision 52 (2014) 10, pp. 2044-2068
Purpose – The purpose of this paper is to investigate the cross-effects of on-site sponsorship on online sponsorship effectiveness in communities. The research evaluates how members’ commitment to a sports-oriented community and attitude to brands providing sponsorship developed through...