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Keywords: Concurrent sponsorship
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (3): 513–526.
Published: 01 April 2020
... memory model and spreading activation (Anderson, 1983) or balance theory (Heider, 1958) to explain image transfer effects in concurrent sponsorship. Felix Boronczyk can be contacted at: f.boronczyk@dshs-koeln.de 05 11 2019 29 12 2019 30 12 2019 30 12 2019 © Emerald...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 11–24.
Published: 05 February 2018
... and Thjømøe, 2009). Sponsorship Eye-tracking Attention Colour effects Concurrent sponsorship Experimental research Previous research for instance indicates that consumers’ involvement with the sponsored property is positively linked to their intentions to purchase the sponsor’s products (e.g...
