The Attitude of University Affiliates towards a Sponsoring Company in a College Sport Event
Author:
Affiliation:
1. Kokugakuin University, Faculty of Human Development
2. ROXX CO., LTD.
3. University of Marketing and Distribution Sciences, Faculty of Human and Social Sciences
Publisher
Japanese Association for Sport Management
Link
https://www.jstage.jst.go.jp/article/jjsm/16/1/16_2024-002/_pdf
Reference51 articles.
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2. Ashill, N. J., Davies, J., and Joe, A. (2000) Consumer attitudes towards sponsorship: A study of a national sports event in New Zealand. International Journal of Sports Marketing & Sponsorship, 2(4): 291-314.
3. Bagozzi, R. P., and Yi, Y. (1988) On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1): 74-94.
4. Baron, R. M., and Kenny, D. A. (1986) The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
5. Becker-Olsen, K., and Simmons, C. J. (2002) When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. ACR North American Advances in Consumer Research, 29:287-289.
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