Lacey, Russell; Scheinbaum, Angeline Close - 2013
service brands (AT&T: n=563 and United Community Bank: n=435) operating at different levels of corporate sponsorship of the … consumers’ attitudes toward the event or sponsor. Surprisingly, AT&T did not experience any discernable advantage of sponsorship … results offer directional evidence that sponsors may not necessarily reap results that are commensurate with their sponsorship …