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Keywords: Valence of information
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Journal Articles

The effect of the valence of sponsorship information on consumers’ attitudes toward the sponsor brand

Christopher Dick
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2019) 20 (4): 603–616.
https://doi.org/10.1108/IJSMS-09-2018-0091
Published: 15 August 2019
... is likely to attenuate the negativity effect (the greater impact of negative than positive information). Consumers’ attitudes Sponsorship information Strength of information Valence of information As mentioned, there is reason to believe that, in practice, the structure of the available...
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