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Keywords: Donations
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Journal Articles
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (5): 871–890.
Published: 31 July 2023
... backlash. The purpose of the current study is to address both concerns by utilizing a hedonic pricing model predicting collegiate naming rights values and utilizing fixed-effects models to determine if consumer behavior (event attendance and donations) is impacted by a corporate name change. Design...
