The role of fan benefits in shaping responses to sponsorship activation
(2018)
Journal Article
Dreisbach, J., Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2021). The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, 124, 780-789. https://doi.org/10.1016/j.jbusres.2018.11.041
As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typ... Read More about The role of fan benefits in shaping responses to sponsorship activation.