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
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...
Persistent Identifiers
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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