Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans
(2014)
Journal Article
Woisetschläger, D. M., Haselhoff, V. J., & Backhaus, C. (2014). Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans. European Journal of Marketing, 48(7/8), 1487-1510. https://doi.org/10.1108/ejm-03-2012-0140
Purpose The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors fin... Read More about Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans.