Sports sponsorship: spectator's involvement and the effects on the identification and loyalty
Sports sponsorship has increased notably during the last years being used by brands not only as a key tool of their marketing communications but even their market positioning. This research analyzes the influence of sports spectator's involvement to motorcycling -specifically MotoGP- in identif...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2012-09-01
|
| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2012&v=12&n=2&o=3 |