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An Investigation into the Sponsorship Effects on Attitudes and Behavior of Rival Fans

Springer Nature, (2015), 23-30
DOI: 10.1007/978-3-319-10963-3_9
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Abstract

This paper examines the effects of team sponsorship on the team’s fans, on rival fans and on ‘uninvolved’ fans. Sponsorship effects were more positive among the sponsored team’s fans than among rival fans. The study underlines the importance of taking rival fans’ reactions to the sponsorship into consideration.

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APA

Klidas, A. K., van Assen, M., & Oldenhof, D. (2015). An Investigation into the Sponsorship Effects on Attitudes and Behavior of Rival Fans. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 23–30). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_9

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