publication . Article . 2017

The Influence of Sport Sponsorship Considering Attitude on Brands

Carlos Eugênio Zardini Filho;
Open Access
  • Published: 01 Jun 2017 Journal: Revista Brasileira de Marketing, volume 16, pages 194-206 (eissn: 2177-5184, Copyright policy)
  • Publisher: University Nove de Julho
Abstract
According to Mason (2005), sports sponsorship is characterized for increasing the frequency of exposure of marketing messages and has a major impact on consumer’s attitude. This project aims to identify whether sports sponsorship is able to favorably modify the affective aspect of attitude towards a brand, even from a negative scenario around the brand. We used an experimental model as a method, repeated measures, with a questionnaire in which participants evaluated, on scales, different statements after the insertion of contexts related to sports sponsorship activities. Considering the descriptive and statistics analysis performed, the proposed experiment...
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Subjects
free text keywords: Atitude, Marketing esportivo, Patrocínio esportivo., Atitude; Marketing esportivo; Patrocínio esportivo., sports sponsorship, sports marketing, attitude., Art, media_common.quotation_subject, media_common, Stereochemistry, lcsh:Marketing. Distribution of products, lcsh:HF5410-5417.5
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