... significantly affects two managerial outcomes: positive word-of-mouth and sponsor recall. To evaluate the proposed hypotheses, this study analyzed data collected from consumers who participated in a sponsorship activation by Lafleur (n = 215) and Salon de jeux de Québec (n = 306) using partial...

... Furthermore, this model overlooked the impact of sponsorship activation, which Weeks et al. (2008 , p. 638) defined as “communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor”, on the fans’ attitudes formation toward sponsors. According...

... Sponsorship activation Event sponsorship © 2013 by Winthrop Publications Limited 2013 licensed reuse rights only RESEARCH PAPER The complementarity factor in the leveraging of sponsorship Keywords Sponsorship leverage Sponsorship activation Event sponsorship François A. Carrillat Associate...