Boronczyk, Felix; Breuer, Christoph - In: International Journal of Sports Marketing and Sponsorship 21 (2020) 3, pp. 513-526
Purpose: This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors. Design/methodology/approach: Using systematically manipulated press releases, 216 sport-interested...