Grohs, Reinhard; Reisinger, Heribert; Woisetschläger, … - In: European Journal of Marketing 49 (2015) 11/12, pp. 1880-1901
Purpose – The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects. Design/methodology/approach – Surveys measure fans’ identification with...