Does Fandom Influence Marketing Executives’ Valuations of Sports Sponsorships? Insight from the French Soccer League
Author:
Affiliation:
1. Marketing, IÉSEG School of Management, Lille, France
2. College of Business Administration, California State University San Marcos, San Marcos, California, USA
3. Marketing, Western Kentucky University, Bowling Green, Kentucky, USA
Publisher
Informa UK Limited
Subject
Business, Management and Accounting (miscellaneous)
Link
https://www.tandfonline.com/doi/pdf/10.1080/15332969.2021.1976003
Reference35 articles.
1. Understanding fans’ responses to the sponsor of a rival team
2. A Contingency Model for the Selection of Decision Strategies
3. Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages
4. Sports sponsorship, spectator recall and false consensus
5. The Flipside of the Sponsorship Coin
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1. Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group?;Services Marketing Quarterly;2022-12-15
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