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- Title
L'ARRÊT D'UN PARRAINAGE SPORTIF À L'INITIATIVE DU PARRAIN: QUEL IMPACT SUR L'ATTITUDE DES INDIVIDUS À SON ÉGARD?
- Authors
CARSANA, Laurence; FALCY, Sandrine; REYDET, Sabine
- Abstract
Sport sponsorship is perceived positively by consumers and companies. Brands who engage in such action often pursue goals such as awareness-building or improvement in attitude. However, for the sponsor, the question arises of what impact the decision to end a partnership will have on its brand attitude. Unlike previous literature, this research shows no major negative impact of the announcement of the suspension of sponsorship on attitude towards the sponsor, whatever the reasons for this decision are.
- Publication
Revue Française du Marketing, 2016, Issue 255, p27
- ISSN
0035-3051
- Publication type
Article