Measuring the effectiveness of facility naming rights sponsorships
Abstract
The findings of this research broadens the theoretical knowledge of facility naming rights/sponsorships by not only confirming prior theoretical models, but by also including the constructs service quality, valence, brand awareness, brand image/identity, and perceived fit. The current research contributes to the facility naming rights/sponsorship literature as the first holistic empirical model developed and tested in a professional sports...
Paper Details
Title
Measuring the effectiveness of facility naming rights sponsorships
Published Date
Mar 1, 2020
Journal
Volume
110
Pages
51 - 64
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Notes
History