... 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...

... Emerald Publishing Limited Licensed re-use rights only Machine learning Hierarchical effects Sponsorship activation Motive attribution Fans’ attitudes classification The hierarchy of effects model of sponsorship effectiveness is a conceptual framework that describes consumers...

... 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...