Sport sponsorship, team support and purchase intentions
作者： Aaron Smith , Brian Graetz , Hans Westerbeek
DOI: 10.1080/13527260701852557
关键词:
摘要: This research assessed the influence of team support and perception sponsors on purchase intentions sport consumers. In a case study not‐for‐profit, membership‐based Australian professional football club, 1647 respondents reported their perceptions support, sponsor integrity for sponsor's products. Results revealed that key pathway to intention is associated with fan passion integrity. implies best mechanism return investment comes in form activities bolster both
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