Lyberger, Mark R.; McCarthy, Larry - In: International Journal of Sports Marketing and Sponsorship 3 (2002) 4, pp. 60-78
The Consumer Perception Index (CPI) was utilized to measure consumer perceptions surrounding the 1998 and 2000 Super Bowls specific to volume consumption, and perceptions toward sponsorship, advertising, commercialization, and purchase behavior. Results of t-tests suggest a growing trend in...
