The effect of perceived motivation of sports sponsorship: Evidence from basketball fans
Purpose – The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more specifically to examine the impact of Team Achievement, Sponsor Recognition and Sponsor Altruism on two major behavioural outcomes, fans’ purchase intention and word of mouth commun...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Eastern Macedonia and Thrace Institute of Technology
2016-06-01
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| Series: | International Journal of Business and Economic Sciences Applied Research |
| Subjects: | |
| Online Access: | http://ijbesar.teiemt.gr/docs/volume9_issue2/perceived_motivation_sports_sponsorship.pdf |